Perception of CSR by Czech consumers

Abstract

The paper examines how Czech consumers perceive CSR. A literature review shows that there is a large research gap in this area. An established model introduced by Maignan (2001) and promoted by other researchers is used to assess the issue. Namely, consumer support for responsible business and consumer evaluation of corporate social responsibility are measured using two samples of respondents (a convenience sample of 227 respondents and a voluntary sample of 84 respondents). Various relationships between the merit variables are examined, as well as the dependencies of the merit variables on the selected demographic factors. The results show that consumers in the Czech Republic distinguish between the four types of CSR: economic, legal, ethical, and philanthropic. It was also confirmed that the values of the "economic" factor depend on the respondent's place of residence, showing higher values when consumers live in the capital or in the neighbouring region.