Consumer’s Attitudes to Corporate Social Responsibility and Green Marketing

Jiří Čerkasov; Jan Huml; Lucie Vokáčová; Klára Margarisová

Consumer’s Attitudes to Corporate Social Responsibility and Green Marketing

2017

Jiří Čerkasov | Jan Huml | Lucie Vokáčová | Klára Margarisová

Article deals with consumer’s attitudes to Corporate Social Responsibility and Green marketing. Main goal of attitude research was to discover what consumer understands under term corporate responsibility in following areas: Economic, Social, and Environmental. Primary data collection was done via quantitative polling. Closed questions – a selection of options, and the Likert scale were used. Results show that majority of consumers understand the term corporate social responsibility. In opposite side major of respondents misunderstand the term of Green Marketing. As responsible in economic area respondents consider such a firms which are profitable for owners and via taxes bring benefit for all society. In term of social responsibility respondents reputed companies which are not uncaring to social problems and which are active in different social project through philanthropy. In term of environmental responsibility respondents mainly evaluated firms which invest to technology that produce less or non‑waste and evince energetic efficiency.

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