The perception of corporate social responsibility and its impact on consumer buying behaviour in the process of globalization

Abstract

Research background: In the current era of globalization, corporate social responsibility has been gaining an increasing attention. By implementation CSR activities into their business strategy, companies can gain positive feedback from stakeholders including consumers and thus new competitive advantage. Creating positive attitude on CSR from the consumers that subsequently can influence their buying behaviour depends on many factors such as how the companies understand and perform their CSR initiatives and finally, how they communicate them to stakeholders. Purpose of the article: The main aim of the article is to determine the perception of corporate social responsibility and its impact on consumer buying behaviour in the process of globalization. This includes the literature review on the issue and analysis focused on the perception of corporate social responsibility and its impact on consumer buying behaviour. Methods: General scientific methods were applied for the processing of the data as well as mathematical-statistical methods to evaluate the data collated from the results of the questionnaire survey and to statistical hypothesis testing. The secondary data for the analysis were obtained from scientific researches, statistical tables and professional publications. In order to determine the perception of corporate social responsibility and its impact on consumer buying behaviour, a questionnaire survey was conducted among Slovak consumers. Findings & Value added: Based on analysis and questionnaire survey results, measures for the efficient implementation of corporate social responsibility are proposed, and its benefits are highlighted, such as strengthening the company’s image, improving customer relationships, gaining their loyalty and competitive advantage.

The Moderating Effect of Brand Trust during COVID -19 Pandemic in the relationship between CSR practices and Brand Loyalty of Egyptian Commercial Banks

“…According to Štreimikiene & Ahmed (2021), a good CSR strategy not only enhances corporate image but also has a significant positive impact on BL in the long-term (Santoro et al, 2019). CSR is a highly effective and integral aspect of any business model, which helps an organization to hold itself socially responsible, and in a way, also help nurture a positive image of the brands in the minds of target audiences (Nadanyiova, 2021;Streimikiene & Ahmed, 2021;He et al,2020).…”

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“…As CSR gains more and more attention from the company's stakeholders, the question arises as to what extent companies can and should be interested in the public interest and contribute to solving global and local problems (Nadanyiova, 2021). This is particularly important in the context of the activities of the municipal housing management, which in its activities does not aim to maximize the value in the form of profit, but to meet the housing needs of the society (inhabitants of the city of Częstochowa).…”