Wpływ inicjatyw społecznych przedsiębiorstw na reakcje konsumentów

• Autorzy: Grzegorz Zasuwa

Warianty tytułu

The Influence of Corporate Social Initiatives on Consumers' Reactions

• Języki publikacji: PL

Abstrakty

Celem niniejszego opracowania jest przedstawienie wyników wybranych badań dotyczących reakcji konsumentów na inicjatywy społeczne podejmowane przez przedsiębiorstwa. Identyfikacja aktualnego stanu wiedzy w tej dziedzinie będzie mogła stanowić przyczynek do podjęcia podobnych badań w Polsce. W referacie wyodrębniono dwie części. Pierwsza zawiera analizę badań, w których starano się dowieść, że realizacja inicjatyw społecznych przez przedsiębiorstwa wywołuje korzystne reakcje konsumentów. Druga część opracowania dotyczy czynników kształtujących reakcje konsumentów na wspomniane inicjatywy. (fragment wstępu)

EN

The task of this article is to discuss the influence of corporate social initiatives on consumers' reactions. The paper is divided into two parts. The first one contains a review of relevant publications dealing with the problem of consumer reactions towards corporate social initiatives. The second one focuses on determinants of consumers' reactions. The analysis has shown that corporate social initiatives can influence on various consumers' reactions, such as corporate attitudes, purchase intentions, loyalty and other reactions. However, only some corporate social initiatives lead to positive consumers' behaviour. In fact, the process of consumers' reactions toward pro-social initiatives is very complicated and depends on a lot of variables. The analysis has suggested that it can depend on the structure of social programmes, consumers' characteristics and communications. (original abstract)

Słowa kluczowe

PL

Społeczna odpowiedzialność biznesu; Działalność społeczna; Decyzje konsumenckie; Relacje przedsiębiorstwo-konsument

EN

Corporate Social Responsibility (CSR); Social activity; Consumer decision; Enterprise-customer relationship

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2009
• Numer: nr 42 Społeczna odpowiedzialność biznesu : uwarunkowania, kontrowersje, dobre i złe praktyki
• Strony: 248--258

Twórcy

autor

Grzegorz Zasuwa

• Katolicki Uniwersytet Lubelski Jana Pawła II w Lublinie, Polska

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