PREREQUISITES FOR EVALUATING THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY EXPRESSION ON CONSUMERS

Abstract

Consumer behavior is increasingly based not only on the price index, but also on knowledge about the responsibility of the company's activities. In order to become competitive in the market, it is not enough to just declare the components of your business as a socially responsible ones, but it is important to focus social responsibility initiatives according to the meaning given by consumers and thus form their loyalty to the company.

With this research, we aim to create a framework that would allow us to create prerequisites to assess the importance of corporate social responsibility from the point of view of consumers. As a result, it is important to review the concept of corporate social responsibility, to identify the significance of corporate social responsibility initiatives for consumers, and to analyze consumer behavior and its determinants in the context of social responsibility.