Rola wartości osobistych dla reakcji na społeczną odpowiedzialność biznesu

• Autorzy: Aleksandra Furman , Dominika Maison , Katarzyna Sekścińska

Warianty tytułu

The Role of Personal Values in Consumers' Reactions to Corporate Social Responsibility

• Języki publikacji: PL

Abstrakty

Wraz ze wzrostem liczby firm wdrażających politykę społecznej odpowiedzialności (corporate social responsibility, CSR) coraz istotniejsze staje się pytanie o odbiór społeczny tego typu zaangażowania ze strony biznesu. Prezentowane badania miały na celu zidentyfikowanie różnorodnych postaw konsumentów wobec CSR i zrozumienie psychologicznych uwarunkowań owych postaw. W badaniu 1, ilościowym, na próbie reprezentatywnej (N = 1055) wyodrębniono sześć segmentów konsumentów różniących się postawami wobec zaangażowania firm w działalność CSR. Badanie 2, jakościowe, pokazało, że różne reakcje konsumentów wobec CSR są konsekwencją ich odmiennego systemu wartości (według teorii Schwartza, 1994). Pozytywnym postawom wobec CSR sprzyjają wartości z obszaru przekraczania siebie (widoczne u spełnionych realistów i wrażliwych intelektualistów). Natomiast wartości z obszaru umacniania siebie sprzyjają niskiej otwartości na CSR (widoczne u Wykluczonych Frustratów i Korpoegoistów). Dla otwartości na działania CSR firm znaczenie ma nie tylko treść, lecz także zrównoważenie systemu wartości. Niespójność wyznawanych wartości (przejawiająca się wysoką oceną wartości ze sobą sprzecznych) w grupach wysoko ceniących przekraczanie siebie (pasywni pozerzy, wrażliwi intelektualiści) powoduje, że postawy wobec CSR są mniej pozytywne i skłonność do zaangażowania w działania inicjowane przez firmy jest mniejsza. (abstrakt oryginalny)

EN

As the number of companies implementing the CSR policy increases, the question about the public perception of this type of involvement is becoming more and more important. The present research aimed at identifying various consumer attitudes towards CSR and understanding of the psychological traits underlying these attitudes. As the result of Study 1 (quantitative, on a representative sample of N = 1055 consumers), six segments of consumers were extracted, differing in the responses to the involvement of companies. Study 2 (qualitative) showed that attitudes of consumers are a consequence of their different value systems (Schwartz, 1994). Values from the area of self-transcendence were connected with more positive responses to CSR (visible within groups of Fulfilled Optimists and Sensitive Intellectuals). On the other hand, self-enhancement values were connected with low openness to CSR (Excluded & Frustrated and Corpoegoists). Moreover, it is not only the content, but also the balance of the value system that matters. Inconsistency of the values system (manifested by a high assessment of contradictory values) in groups pursuing self-transcendence values (Passive Poseurs, Sensitive Intellectuals) causes that attitudes towards CSR and the tendency to engage in activities initiated by companies are lower. (original abstract)

Słowa kluczowe

PL

Społeczna odpowiedzialność biznesu; Segmentacja; Konsument; System wartości; Psychologia konsumenta; Badania empiryczne; Wyniki badań

EN

Corporate Social Responsibility (CSR); Segmentation; Consumer; Value system; Consumer psychology; Empirical researches; Research results

• Czasopismo: Marketing i Rynek
• Rocznik: 2019
• Numer: nr 7
• Strony: 19--30

Twórcy

autor

Aleksandra Furman

• Uniwersytet Warszawski

autor

Dominika Maison

• Uniwersytet Warszawski

autor

Katarzyna Sekścińska

• Uniwersytet Warszawski

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Identyfikatory

DOI

10.33226/1231-7853.2019.7.2