Acta Univ. Agric. Silvic. Mendelianae Brun. 2017, 65(6), 1865-1872 | DOI: 10.11118/actaun201765061865

Consumer's Attitudes to Corporate Social Responsibility and Green Marketing

Jiří Čerkasov, Jan Huml, Lucie Vokáčová, Klára Margarisová
Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Prague, Czech Republic

Article deals with consumer's attitudes to Corporate Social Responsibility and Green marketing. Main goal of attitude research was to discover what consumer understands under term corporate responsibility in following areas: Economic, Social, and Environmental. Primary data collection was done via quantitative polling. Closed questions - a selection of options, and the Likert scale were used. Results show that majority of consumers understand the term corporate social responsibility. In opposite side major of respondents misunderstand the term of Green Marketing. As responsible in economic area respondents consider such a firms which are profitable for owners and via taxes bring benefit for all society. In term of social responsibility respondents reputed companies which are not uncaring to social problems and which are active in different social project through philanthropy. In term of environmental responsibility respondents mainly evaluated firms which invest to technology that produce less or non-waste and evince energetic efficiency.

Keywords: Corporate social responsibility, consumer, green marketing, attitude, buying behavior
Grants and funding:

This paper is a follow-up to the project of the Czech University of Life Sciences Prague, University - Internal Grant Agency [nr. 20161009] - Significance of social responsibility and green marketing tools and their influence on consumer behavior.

Published: December 7, 2017  Show citation

ACS AIP APA ASA Harvard Chicago IEEE ISO690 MLA NLM Turabian Vancouver
Čerkasov, J., Huml, J., Vokáčová, L., & Margarisová, K. (2017). Consumer's Attitudes to Corporate Social Responsibility and Green Marketing. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 65(6), 1865-1872. doi: 10.11118/actaun201765061865
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. BECKER-OLSEN, K. L., CUDMOREB, B. A. and HILL, R. P. 2006. The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1): 46 - 53. DOI: 10.1016/j.jbusres.2005.01.001 Go to original source...
    2. BOWEN, H. 2013. Social Responsibilities of the Businessman. Chicago: University of Iowa Press. Go to original source...
    3. BROWN, J. T. and DACIN, A. P. 1997. The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(1): 68 - 84. DOI: 10.2307/1252190 Go to original source...
    4. CARROLL, A. B. and BEILER, G. W. 1975. Landmarks in the Evolution of the Social Audit. Academy of Management Journal, 18(3): 589 - 599. DOI: 10.2307/255687 Go to original source...
    5. CENTER FOR ETHICAL BUSINESS CULTURES. 2005. The Influence of Shareholders on Corporate Social Responsibility. [Online]. Available at: http://www.cebcglobal.org [Accessed: 2016, November 22].
    6. CLARKSON, M. B. E. 1995. A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance. The Academy of Management Review, 20(1): 92 - 117. DOI: 10.5465/amr.1995.9503271994 Go to original source...
    7. CONFINO, J. and MUMINOVA, O. 2011. What motivates consumers to make ethically conscious decisions? Guardian sustainable business, Sustainable business blog. The Guardian. [Online]. Available at: https://www.theguardian.com/sustainable-business/motivates-consumers-environmental-ethical-decisions [Accessed: 2016, November 23].
    8. CRUZ, B. de P. A. 2017. Social Boycott. Review of Business Management, 19(63): 5 - 29. DOI: 10.7819/rbgn.v0i0.2868 Go to original source...
    9. DAHLSRUD, A. 2006. How Corporate Social Responsibility is Defined: an Analysis of 37 Definitions. Corporate Social Responsibility and Environ. Management, 15(1): 1 - 13. DOI: 10.1002/csr.132 Go to original source...
    10. DIETZ, T., GARDNER, G. T., GILLIGAN, J., STERN, P. C. and VANDENBERGH, M. P. 2009. Household actions can provide a behavioral wedge to rapidly reduce US carbon emissions. Proceedings of the National Academy of Sciences of the United States of America, 106(44): 18452-18456. DOI: 10.1073/pnas.0908738106 Go to original source...
    11. GOH, S. K. and. BALAJI, M. S. 2016. Linking Green Skepticism to Green Purchase Behavior. Journal of Cleaner Production, 131(2016): 629 - 638. DOI: 10.1016/j.jclepro.2016.04.122 Go to original source...
    12. EUROPEAN COMMISSION. 2009. Europeans' attitudes towards the issue of sustainable consumption and production. Flash Eurobarometer 256 - The Gallup Organisation. [Online]. Available at: http://ec.europa.eu/ [Accessed: 2016, November 23].
    13. EUROPEAN COMMISSION. 2013. Attitudes of Europeans towards building the single market for green products. Flash Eurobarometer 367. [Online]. Available at: http://ec.europa.eu/ [Accessed: 2016, November 27].
    14. FERREIRA, D. A., AVILA, M. G. and DE FARIA, M. D. 2010. Corporate social responsibility and consumers' perception of price. Social Responsibility Journal, 6(2): 208-221. DOI: 10.1108/17471111011051720 Go to original source...
    15. FREEMAN, R. E. 1984. Strategic Management: A stakeholder approach. Boston: Pitman.
    16. GFK. 2011. The Environment: Public Attitudes and Individual Behavior - A Twenty Year Evolution. [Online]. Available at: http://www.climateaccess.org/sites/default/files/SCJ GfK_The Environment Public Attitudes and Individual Behavior.pdf [Accessed: 2016, November 27].
    17. GRANT, J. 2007. The Green Marketing Manifesto. Chichester: John Wiley & Sons, Ltd.
    18. GRUNERT, S. C. and JUHL, H. J. 1995. Values, environmental attitudes, and buying of organic foods. Journal of economic psychology, 16(1): 39 - 62. DOI: 10.1016/0167-4870(94)00034-8 Go to original source...
    19. HARVEY, J. 2010. Stakeholder analysis applied to safety issues in food production: what are the issues in terms of trust and risks and their implications? A sample analysis. In: Proceedings of Agrarian Perspectives XIX. Faculty of Economics and Management, 14 - 15 September. Prague: CULS, pp. 201 - 210.
    20. HENION, K. E. and KINNEAR, T. C. 1976. Ecological Marketing. Chicago: American Marketing Association.
    21. CHEN, Y. S. 2011. Green organizational identity: sources and consequence. Management Decision, 49(3): 384 - 404. DOI: 10.1108/00251741111120761 Go to original source...
    22. CHUN, R. and DAVIS, G. 2006. The Influence of Corporate Character on Customers and Employees: Exploring Similarities and Differences. Journal of the Academy of Marketing Science, 34(2): 138 - 146. DOI: 10.1177/0092070305284975 Go to original source...
    23. IPSOS. 2017. Společenská odpovědnost firem ovlivňuje lidi při jejich doporučování a rozhodování. IPSOS CSR & REPUTATION RESEARCH 2016. [Online]. Available at: http://www.ipsos.cz/spolecenska-odpovednost-firem-ovlivnuje-lidi-pri-jejich-doporucovani-a-rozhodovani/ [Accessed: 2017, August 15].
    24. LEONIDOU, C. N. and SKARMEANS, D. 2015. Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144(2): 401-415. DOI: 10.1007/s10551-015-2829-4 Go to original source...
    25. LII, Y. S. and LEE, M. 2012. Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105(1): 69 - 81. DOI: 10.1007/s10551-011-0948-0 Go to original source...
    26. OTTMAN, J. 2011. The New Rules of Green Marketing. San Francisco: Berrett-Koehler Publishers.
    27. MAKOWER, J. 2009. Strategies for the green economy: Opportunities and challenges in the new world of business. New York: McGraw-Hill.
    28. CHEN, Y.-S. and CHANG, C.-H. 2013. The Determinants of Green Product Development Performance: Green Dynamic Capabilities, Green Transformational Leadership, and Green Creativity. Journal of Business Ethic, 116(1): 107 - 119. DOI: 10.1007/s10551-012-1452-x Go to original source...
    29. MINISTRY OF INDUSTRY AND TRADE. 2015. Národní akční plán společenské odpovědnosti v České republice. [Online]. Available at: http://www.mpo.cz/. [Accessed: 2016, November 23].
    30. POLONSKY, M. J. 1994. An Introduction to Green Marketing. Electronic Green Journal, 1(2): 1 - 10. [Online]. Available at: http://escholarship.org/uc/item/49n325b7 [Accessed: 2016, November 29]. Go to original source...
    31. POLONSKY, M. J. and JEVONS, C. 2006. Understanding issue complexity when building a socially responsible brand. European Business Review, 18(5): 340 - 349. DOI: 10.1108/09555340610686930 Go to original source...
    32. POMERING, A. and DOLNICAR, S. 2009. Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives? Journal of Business Ethics, 85(1): 285 - 301. DOI: 10.1007/s10551-008-9729-9 Go to original source...
    33. RICE, T. and PETER, C. 2015. Banking on Corporate Social Responsibility. Journal of Management Sciences, 2(2): 256 - 273. DOI: 10.20547/jms.2014.1502203 Go to original source...
    34. STÁVKOVÁ, J., STEJSKAL, L. and TOUFAROVÁ, Z. 2008. Factors influencing consumer behavior. Agric. Econ. - Czech, 54(6): 276 - 28. DOI: 10.17221/283-AGRICECON Go to original source...

    This is an open access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY NC ND 4.0), which permits non-comercial use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content