Identification of customers’ purchasing behaviour profiles in the context of corporate social responsibility

Kiliańska, Katarzyna; Pajęcki, Michał

doi:10.29119/1641-3466.2022.162.17

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Tytuł artykułu

Identification of customers’ purchasing behaviour profiles in the context of corporate social responsibility

Autorzy

Kiliańska Katarzyna , Pajęcki Michał

Treść / Zawartość

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DOI

10.29119/1641-3466.2022.162.17

Warianty tytułu

Języki publikacji

Abstrakty

Purpose: The aim of the article is to identify customers' purchasing behaviour profiles on the basis of characterizing the process of making a decision to purchase a product from food industry companies’ indicators (observable variables) in the context of corporate social responsibility (CSR). Design/methodology/approach: The data for the research were collected from a survey concerning a group of 801 customers from the Świętokrzyskie Voivodeship. The resources were pre-explored and pre-processed to enable further studies. In order to obtain customers profiles, the latent class analysis (LCA) method was used. It enables identification of homogeneous groups (latent classes) of customers based on selected indicators. Findings: The impact on customers’ purchasing behaviour of 15 CSR activities undertaken by enterprises from several different groups (in relation to: environment, society, employees, contractors, and customers) was examined. Six profiles of customer purchasing behaviour were identified. They were labelled and subjected to descriptive characteristics. Research limitations/implications: The results point out the need to continue the research based on a broader countrywide data set. Practical implications: The research findings can contribute to improving the effectiveness of food industry companies in the range of CSR activities. Due to this, these companies will be able to take more effective steps to retain existing customers and acquire new ones. Social implications: Taking corporate social responsibility actions contributes to solve social and environmental problems. It can also affect the quality of life in a society. Nowadays, it is an important and developmental research area. Originality/value: The conducted study showed that latent class analysis is proper tool for analysing the qualitative data obtained in the questionnaire surveys. The work provides a vital information on the impact of corporate social responsibility activities by food industry companies on customers' purchasing behaviour.

Słowa kluczowe

corporate social responsibility customer profile purchasing behaviour food industry latent class analysis

społeczna odpowiedzialność biznesu profil klienta zachowania zakupowe przemysł spożywczy analiza klas ukrytych

Wydawca

Wydawnictwo Politechniki Śląskiej

Czasopismo

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

Rocznik

2022

Tom

z. 162

Strony

291--313

Opis fizyczny

Bibliogr. 66 poz.

Twórcy

autor

Kiliańska Katarzyna

k.kilianska@tu.kielce.pl

Kielce University of Technology, Faculty of Management and Computer Modelling

https://orcid.org/0000-0002-9170-266X

autor

Pajęcki Michał

m.pajecki@tu.kielce.pl

Kielce University of Technology, Faculty of Management and Computer Modelling

https://orcid.org/0000-0003-1593-3615

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).

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Bibliografia

Identyfikator YADDA

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