Assessment of Initiatives in the Field of Ecological Corporate Social Responsibility in the Opinion of Young Generationconsumers

Abstract

The purpose of the article is to find out the opinions of young consumers about the knowledge of the practical implementation of actions taken by enterprises on the Polish market as part of ecological corporate social responsibility and an attempt to determine the attitude of young generation consumers towards manifested actions along with the identification and analysis of good practices including range. Theoretical aspects are described based on the analysis of selected source materials, the practical aspect was developed based on the results of pilot surveys (survey handed out) conducted by the authors in 2017 on a group of 60 consumers of the young generation (18-30 years). The results of the conducted research indicate the importance of enterprises taking initiatives in the field of ecological corporate social responsibility - 87% of responses. In the justification, young consumers usually stated: the need to save non-renewable resources, energy, water and minimize waste production. It is worth noting that an important determinant of lifestyle for representatives of the younger generation of consumers is the consumption of organic food, as well as care for the natural environment and engaging in social initiatives related to it.