The Importance of Corporate Social Responsibility for the Today’s Consumer: Opinions of Consumers and Experts

20th International Scientific Conference "Economic Science for Rural Development 2019": Proceedings of the International Scientific Conference. No.52: New Dimensions in the Development of Society ; Home Economics ; Finance and Taxes ; Bioeconomy 2019
Toms Kreicbergs, Modrīte Pelse

This research examines the necessity of Corporate Social Responsibility for the today’s consumer. It analyses studies conducted in the field of CSR with a thorough literature review and compares them to the results gathered from in-depth interviews with experts of CSR field that follow the tendencies of the consumer’s needs and execute CSR strategy and campaigns, as well as the results from a focus groups with consumers. The research found that consumers are quite sceptical and cynical toward some of the CSR campaigns that they found not to be genuine but rather solely based on profit or covering up social irresponsibility on the behalf of the company. However, when the CSR is embedded at the core of the brand consumers find CSR very compelling and appreciate it greatly, that results in customer loyalty and willingness to share the story about company’s CSR efforts further.

Atslēgas vārdi
Corporate Social Responsibility (CSR), sustainability, consumers, the environment
DOI
10.22616/ESRD.2019.105
Hipersaite
https://llufb.llu.lv/conference/economic_science_rural/2019/Latvia_ESRD_52_2019-62-68.pdf

Kreicbergs, T., Pelse, M. The Importance of Corporate Social Responsibility for the Today’s Consumer: Opinions of Consumers and Experts. No: 20th International Scientific Conference "Economic Science for Rural Development 2019": Proceedings of the International Scientific Conference. No.52: New Dimensions in the Development of Society ; Home Economics ; Finance and Taxes ; Bioeconomy, Latvija, Jelgava, 9.-10. maijs, 2019. Jelgava: Latvia University of Life Sciences and Technologies, 2019, 62.-68.lpp. e-ISBN 978-9984-48-322-1. ISSN 1691-3078. e-ISSN 2255-9930. Pieejams: doi:10.22616/ESRD.2019.105

Publikācijas valoda
English (en)