Corporate social responsibility activities as a way of creating value for consumers

• Autorzy: Martiskova Petra , Waldhauserova Tereza , Skibiński Andrzej

Identyfikatory

DOI

10.17512/pjms.2022.26.1.12

Warianty tytułu

PL

Działania w zakresie społecznej odpowiedzialności biznesu (CSR) jako sposób tworzenia wartości dla konsumentów

• Języki publikacji: EN

Abstrakty

EN

The aim of this paper is to find out to what extent consumers perceive selected Corporate Social Responsibility (hereafter referred to as CSR) activities as valuable within the consumer electronics market, representing a competitive market environment. The importance of testing a set of CSR activities is supported by consumers’ tendency to reflect perceived value into their purchasing decisions. An online questionnaire survey was used to collect quantitative data (n = 2,000; quota sampling with respect to age groups was applied); data were subsequently analysed with regard to respondents’ gender and age through Pearson Chi-square test of independence. Our results show that consumers’ value perception is dependent on the case of CSR activities. This paper is a reaction to emphasize a need to understand consumer perception of CSR activities properly because it has the potential to influence the future company’s profitability.

PL

Celem niniejszego artykułu było ustalenie, w jakim stopniu konsumenci postrzegają wybrane działania z zakresu społecznej odpowiedzialności biznesu (CSR) jako wartościowe na rynku elektroniki użytkowej, reprezentującym konkurencyjne otoczenie rynkowe. Znaczenie testowania zestawu działań CSR jest wspierane przez skłonność konsumentów do odzwierciedlania postrzeganej przez nich wartości w swoich indywidualnych decyzjach zakupowych. Do zebrania danych ilościowych wykorzystano technikę ankietową online (n = 2000) przy zastosowaniu metody doboru kwotowego z uwzględnieniem grup wiekowych respondentów. Następnie otrzymane dane zostały poddane analizie statystycznej przy pomocy testu niezależności Chi-kwadrat oraz współczynnik korelacji Pearsona. Uzyskane wyniki badań wskazują, że postrzeganie wartości przez konsumentów jest zależne od przypadku działań CSR. Niniejszy artykuł jest reakcją na podkreślenie potrzeby właściwego zrozumienia konsumenckiego postrzegania działań CSR, ponieważ ma on potencjał, aby wpłynąć na rentowność przyszłej firmy.

Słowa kluczowe

EN

CSR activities; value for consumers; value perception; value creating; consumer electronics market

PL

działania CSR; wartość dla konsumentów; postrzeganie wartości konsumenckiej; tworzenie wartości; rynek elektroniki użytkowej

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2022
• Tom: Vol. 26, No. 1
• Strony: 189--201
• Opis fizyczny: Bibliogr. 45 poz., rys., tab.

Twórcy

autor

Martiskova Petra

• University of South Bohemia in Ceske Budejovice - Faculty of Economics, Ceske Budejovice, Czech Republic

• https://orcid.org/0000-0003-1786-3729

autor

Waldhauserova Tereza

• University of South Bohemia in Ceske Budejovice - Faculty of Economics, Ceske Budejovice, Czech Republic

• https://orcid.org/0000-0002-7573-539X

autor

Skibiński Andrzej

• Czestochowa University of Technology - Faculty of Management, Czestochowa

• https://orcid.org/0000-0001-8944-8335

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).