CSR: Croatian Consumers' Response

Academic Public Administration Studies

CSR: Croatian Consumers' Response

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dc.contributor.author ŠIMIĆ, MIRNA LEKO
dc.contributor.author ŠTIMAC, HELENA
dc.date.accessioned 2010-05-13T03:37:27Z
dc.date.available 2010-05-13T03:37:27Z
dc.date.issued 2010-05-13
dc.identifier.uri http://www.apas.admpubl.snspa.ro/handle/2010/90
dc.description.abstract Corporate social responsibility (CSR) can take various forms. Its emphasis can be on consumers, environment and/ or employees. The major goal of CSR activities, whoever they are aimed at, is to create an image of a company as responsive to the society and based on that, build the competitive advantage. Research of consumers with respect to CSR has been mainly concentrated on cognitive and affective as well as behavioural factors that influence their buying decisions. Such research has not been performed in Croatia, where the CSR concept is rather a new phenomenon. The objective of this paper is to identify key consumer variables that determine Croatian consumers’ behaviour in relation to CSR of companies in Croatia and check if these factors and behaviour correspond to CSR activities performed by companies. The results show the influence of social values on consumer attitudes towards CSR, but also the low level of knowledge on the subject as well as trust to companies self-promoting their CSR activities. In general, Croatian consumers are willing to support companies’ CSR activities by paying a higher price for products with CSR attributes if the are of comparable quality and availability. en_US
dc.language.iso en en_US
dc.publisher 9-th International Congress of the International Association on Public and Nonprofit Marketing "Regulation and Best Practices in Public and Nonprofit Marketing" Bucharest, NSPSPA, 10-11 june, 2010 en_US
dc.subject corporate social responsibility, consumers, Croatia en_US
dc.title CSR: Croatian Consumers' Response en_US
dc.type Article en_US

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