Questionnaire-based consumer research was conducted in Serbia, as a country in a long post-socialist transition. The focus was on consumers' opinions of benefits and attitudes which motivate companies to act in a socially responsible way. Analysis resulted in a division of CSR motives into two main clusters: cluster I-stakeholder and value-driven motives, and cluster II-egoistic motives, performance, and marketdriven motives. The division obviously concerned motives which were the socialist legacy (endogenous motives in cluster I), and motives imported from open market economies (exogenous motives in cluster II). Consumers' perceptions are significantly different for endogenous and exogenous CSR motives. Exogenous motives are perceived as principal companies' motives to practice CSR, but there are no significant correlations between the perception of these motives and consumers' purchase decisions. Endogenous, value, and stakeholder-driven motives are perceived in a significantly lower degree as CSR motivators with highly divided consumers' opinions and female consumers rating them significantly higher. Consumers' purchase decisions are in a statistically significant positive correlation with attribution of endogenous, value, and stakeholders' needs-driven motives.

Perception of Corporate Social Responsibility (CSR) forms relating to perception of company performance was analysed for Serbia. Questionnaire-based research was conducted with employees from public, private and multinational companies. Employees` age was indicator of socialist experience. Different perception of CSR forms from those in Carrol`s pyramid was observed, as well as between endogenous CSR forms of the socialist period and exogenous from the open market economies. Results indicate economic and legal forms are perceived more expressed, regardless of companies` management, than ethical and discretional. Endogenous ethical CSR are perceived less expressed than exogenous. Unexpectedly, socialist experience did not significantly influence perception, regardless of companies` management and CSR forms.

Besides the media, the web presentations of the companies are one of the possible and widely applied means for communication of corporate social responsibility (CSR). For efficient CSR communication, good planning of the massages that will be presented to the public is of particular importance. It is additionally emphasized in the countries in the transition period where the social environment is burdened with numerous problems that result in preformed public mistrust towards companies. The extent and the results of public cognition of the company and creation of its identity and image are highly dependent from content of the web presentation but also of the manner of presentation and positioning of specific contents. Application of adequate slogans, can also highly contribute to the visibility of specific information. In order to review the way in which companies in Serbia present their CSR motives and activities, the web pages of leading companies in Serbia from the agro-business, public and financial sectors were analyzed and the practice of presentation of CSR to the public was reviewed. The similarities and differences in approach to CSR communication among analyzed sectors are outlined in the research results.