Methodological provisions for conducting empirical research of the availability and implementation of the consumers’ socially responsible intentions

Potrashkova, Lyudmyla; Райко, Діана; Tseitlin, Leonid; Savchenko, Olga; Nagy, Š.

doi:10.21272/mmi.2018.3-11

Cited by 3 publications

(2 citation statements)

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“…Guagnano et al (1995) analyzed behavioral factors; it was confirmed that the complexity, cost, or inconvenience of green behavior leads to a low frequency of its implementation. SGuin et al (1998) and Potrashkova et al (2018) investigated the influence of awareness on socially responsible behavior.…”

Section: Theoretical Basismentioning

confidence: 99%

Identifying the system of value factors of green consumer choice

Potrashkova,

Zaruba,

Raiko

et al. 2024

Innovative Marketing

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To justify the production of green products, it is necessary to anticipate the choice of consumers toward products with different environmental friendliness. Therefore, it is necessary to understand the factors that determine this choice, particularly value factors. The study is based on the idea that a consumer is stimulated to eco-consumption by a set of values, not excluding individualist values; and the influence of values is mediated by motives. The purpose of the study is to develop the theoretical foundations of constructing a three-level system of value factors of green consumption on the example of office paper consumption. As a result, the study formed a system of factors containing preferences, motives, and values of office paper consumers. According to the proposed approach, for each respondent, quantitative characteristics of the elements of the system of factors were determined through a survey, which made it possible to identify correlation relationships between the elements. A pilot study was used to test the proposed approach to constructing a value factors system. The results of the pilot survey showed a positive connection between eco-friendliness of consumer preferences – through motives – with such values as “Nature,” “Self-development,” “Country success,” and “Social power.” This finding provides additional justification for the assumption that individuals are driven to green consumption not only by socially oriented values but also by individualistic values. Identifying the value factors of green consumption will allow predicting consumer behavior and influencing it through targeted marketing offers.

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Section: Theoretical Basismentioning

confidence: 99%

Identifying the system of value factors of green consumer choice

Potrashkova,

Zaruba,

Raiko

et al. 2024

Innovative Marketing

Self Cite

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“…Socially responsible marketing means the commitment of marketing organizations (departments) not to harm the social environment and to use its skills and resources in the development of the environment whenever it is possible [48,53]. Identifying the consumers' intentions in the relevant market as the consumers' choice of socially responsible and socially active enterprises is an important attribute [58]. The following dimensions are taken into account: Ethics, ecological context, legal considerations, and social factors [48].…”

Section: Current Marketing Approachesmentioning

confidence: 99%

The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic

et al. 2019

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Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro- and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-sized enterprises.

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Expert assessment of socially responsible activities of enterprises using the goal tree method on the example of the printing industry

Potrashkova¹

2022

Development management

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Socially responsible activities of enterprises are difficult to measure and, as a consequence, to diagnose. The most common method of evaluating socially responsible activities of an enterprise is expert evaluation. The disadvantage of this method is the high level of subjectivity and intuitiveness. The specified problem determined the purpose of the research – to develop an approach to evaluate the results of enterprises’ activities in the aspect of social responsibility, which would allow to involve experts only at the stage of formalising social responsibility norms, and the actual level of fulfilment of these norms should be calculated not by expert means, but on the basis of objective data on the enterprise’s activities. To fulfil the set aim, the work developed an approach to evaluate socially responsible activities of enterprises based on the application of the goal tree method. The paper proposes a procedure for building and quantitative analysis of a goal tree in the aspect of social responsibility, which involves taking into account: 1) expert assessments of social responsibility norms; 2) objective data on compliance with the norms of social responsibility at the analysed enterprise; 3) expert evaluations of the enterprise’s capabilities to comply with these norms; 4) values of parameters of the external environment that affect these capabilities. The procedure for building and quantitative analysis of a goal tree in the aspect of social responsibility is demonstrated on the example of the printing industry. The proposed approach allows: to evaluate social results of the company’s activity; to analyse problems and external limitations in the aspect of social responsibility; to formulate tasks of reducing external limitations on the enterprise’s capability to fulfil the norms of social responsibility. This will contribute to increasing the efficiency of the decisionmaking process for managing results of the enterprise’s socially responsible activities

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Methodological provisions for conducting empirical research of the availability and implementation of the consumers’ socially responsible intentions

Cited by 3 publications

References 0 publications

Identifying the system of value factors of green consumer choice

Identifying the system of value factors of green consumer choice

The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic

Expert assessment of socially responsible activities of enterprises using the goal tree method on the example of the printing industry

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