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The Role of the State in the Field of Social ResponsibilityThe Role of the State in the Field of Social Responsibility

100%

Takács-György K. , Benedek A.

Optimum. Studia Ekonomiczne

2013

nr 1(61)

3-14

The CSR-oriented companies introduce some tools to demonstrate their environmental and social responsibility. Besides different activities which are presented in reports, certificates they apply for demonstration of their social and environmental engagement. Due to the increasing awareness among consumers there is an even greater demand for authentic and independent guaranteecertificates which confirm the social responsibility doings. So in the last few years the use of thematic trademarks which are signs of the responsibility has spread. The presented research focuses on a special segment of national park trademarks. The research questions within the framework of a standard interview are attempting to reveal how informed consumers are concerning the trademarks in use and whether the consumer favours those products and services that pos sess quality certificates. What are the expectations of the consumers in connection with products and services that hold the Hungarian National Park Product trademark? Do these certificated products and services mean benefits to consumers? The trademarks of the manufacturers and service providers give information to the customer on the advantage of the product and hence the whole life-cycle of the product is seen through. Probably due to this controlled quality and reliable origin the certified products are favoured. This kind of labelling means a kind of guarantee to the customer.

The examination of non-profit and public institutions from the CSR viewpoint

80%

Benedek A. , Takács I. , Takács-György K.

nr 2(18)

47–60

To reveal the company’s social policy publicly – in the form of certificates, indices or reports – occurs more and more often in the corporate practice and communication. The year 2011 has a special role among the campaign of the European Union since 1983. This year the main focus is on voluntariness, which is one of the principles of the European Union, the aim is to draw the attention of the European people to the significance of voluntariness. The advantage of the companies’ voluntary programme is that through the internal communication a more effective cooperation can be ensured among the employees and nonbusiness. So more and more companies feel the need of the CSR activities, with which they can create competitive advantage for themselves. The research focuses on the nonbusiness group, and examines its relationships and cooperation with other organizations and groups. The aim of the research carried out in Hungary is to discover and unveil the aims and motivations of the above mentioned segments, and whether the opposing parties, in economic sense, are able to cooperate for one goal in the interest of the community and environment. The research raises the following questions: What kind of donations is offered from the businesses and from the civil people? Do they comply with the expectation and necessities of the nonbusiness? Is their cooperation useful? Are they able to solve their problems, to communicate effectively? The results of the research showed similarities with the literature, i.e.: the influencing factors of CSR are the effective communication, the realized cost and benefits for the donor, the empathy, the norm system of the individual and the expectation of the society. The importance of CSR appears at more and more forums (CSR market, corporate PR etc.). However, to be able to speak of appropriate CSR that is already built-in the value system of the individuals – especially from the viewpoint of society, ecological and economic sustainability – Hungary has a long way to go as there is still a great lack of empathy, internal motivation and social sensitivity, which can only be inherited through culture. Communication forms the base of offering assistance, as without it the realization of needs is not possible. The sceptics often accuse the companies that the CSR practice from their part is nothing else only PR activity, however, it was proven by the present research that the donor companies do not require publicity.