The Perception of CSR Activities in a Selected Segment of McDonald’s Customers in the Czech Republic and Its Effect on Their Purchasing Behavior—A Case Study

Dita Hommerová,Roman Svoboda,Lucie Vrbková,Karel Šrédl

doi:10.3390/su12208627

Abstract

This case study presents the results of research which focused on the perception of corporate social responsibility (CSR) activities by customers in a target segment of a selected fast-food chain in Czechia and its impact on their purchasing behavior. A total of 264 duly completed questionnaires were analyzed. Furthermore, the article presents the specifics of the development and fulfillment of the CSR concept in Czechia and at the same time points out differences in the implementation of the McDonald’s CSR concept at the global level compared to its implementation at the national level in the Czech environment. Statistical dependence between age as well as education and understanding the essence of CSR was proven, while no correlation was identified when it comes to gender. Among factors affecting the purchasing decision-making process in the target segment of a selected company, CSR activities (i.e., the environmental mindset of the company) rank fourth after price, quality, and recommendations from friends. The results of this research can be applied to other restaurant establishments in Czechia, taking into consideration their target segments, and used for further research into the awareness and effect of CSR on consumer purchasing behavior and its comparison at the international level.

Highlights

Corporate social responsibility is far from new, it is still not automatically understood and perceived by the lay public in the Czech Republic
We will deal with the differences in promoting corporate social responsibility (CSR) activities by this company at the global level compared to the Czech environment
The case study is presented as an integrated system and a single country study because the study results can be applied to all fast-food chains in the Czech Republic and can be used for other places to eat while respecting their target segments

Summary

Introduction

Corporate social responsibility is far from new, it is still not automatically understood and perceived by the lay public in the Czech Republic. This case study aims to show the extent to which the corporate social responsibility (hereinafter referred to as “CSR“) concept is perceived in the segment of young people and families with children in general on the one hand, and its perception by the target customer segment of the McDonald’s fast-food chain on the other hand. The results of the study should prove to what extent the purchasing decision-making by the target segment is affected by the selected company’s activities in the field of CSR. The conclusion contains a summary of the results and recommendations for the selected company and other restaurant establishments in the Czech Republic, as well as a contribution toward further, follow-up research into the effect of CSR on consumer purchasing behavior

Methods

Results

Discussion

Conclusion