CORPORATE SOCIAL RESPONSIBILITY: INSIGHTS INTO THE PERCEPTIONS OF CROATIAN CONSUMERS

Abstract

The European Commission defines corporate social responsibility (CSR) as the responsibility of companies for their impact on society and the environment. Corporate social responsibility is increasingly becoming a key element of the modern business world, with a focus on integrating economic, social and environmental responsibility into corporate strategies. In the context of economic development, the role of CSR in promoting sustainable development is emphasized from the perspective of business ethics and environmental responsibility. Based on a literature review, corporate social responsibility is conceptually defined and elements, areas of activity and types of responsibility are analyzed. This academic article examines the extent to which gender, age, level of education and income level are related to the understanding of the concept of corporate social responsibility among Croatian consumers. This article also examines whether there is a preference for buying from certain retail chains and cosmetics stores, and it places a special emphasis on the activities in the environmental dimension of CSR and their importance among Croatian consumers. Although the results were obtained using a qualitative method (focus groups) and it is a small sample, it is possible to draw certain conclusions. Gender and the amount of monthly income have no significant influence on the understanding of CSR, while the influence of age and level of education is more present. Those younger than 45 and those with a higher level of education have a better understanding of the concept of CSR. The analysis of the records from the focus groups did not reveal that the amount of monthly income, the age of the participants or the level of understanding of CSR significantly influenced the choice of cosmetics and consumer goods stores. Quality, price and recommendation were found to play a much greater role in customers’ purchasing decisions. Participants with lower monthly income mostly chose BIPA, while those with higher income most frequently chose DM and Müller . Interestingly, all participants older than 45 years preferred Müller . Participants emphasized that both cosmetics chains have recycling programs, participate in humanitarian actions and are committed to respecting human rights and the right of employees to fair wages and working conditions. Participants who were familiar with the principles of CSR mostly chose Lidl/Kaufland, and all of those who showed the highest understanding of the concept of CSR chose these two retail chains. It was also found that participants in these focus groups did not generally rate socially responsible initiatives in the environmental dimension as more important than initiatives at an economic and social level. This research is subject to certain limitations. As it is not possible to make generalizations based on qualitative research, the findings need to be further explored, verified and complemented by some quantitative methods.