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Is Corporate Social Responsibility Considered a Marketing Tool? Case Study from Customers' Point of View in the Slovak Food Market

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F23%3A94848" target="_blank" >RIV/60460709:41110/23:94848 - isvavai.cz</a>

  • Result on the web

    <a href="https://doi.org/10.3390/foods12142770" target="_blank" >https://doi.org/10.3390/foods12142770</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.3390/foods12142770" target="_blank" >10.3390/foods12142770</a>

Alternative languages

  • Result language

    angličtina

  • Original language name

    Is Corporate Social Responsibility Considered a Marketing Tool? Case Study from Customers' Point of View in the Slovak Food Market

  • Original language description

    The paper aims at the question of using Corporate Social Responsibility (CSR) activities as a marketing tool from the customers' perspective in the Slovak food market. Five research questions and hypotheses were set to reach the given aim. The research was based on a questionnaire survey with 1254 respondents. The frequency and contingency tables were used to evaluate the obtained data, one sample proportion Z test, Pearson Chi-square test, and Spearman's rank correlation coefficient. Based on the results, although the customers are familiar with CSR, many respondents need to learn more about these activities. CSR activities must be more actively applied and communicated by the food companies. In most cases, Slovak customers perceive the sustainability of food companies and their CSR activities as a marketing communication tool that can build a positive image of the company. At the threshold of the 3rd millennium, CSR is also connected with rationality and irrationality in creating preferences in consumer shopping behavior. While the way that food is produced can be changed through regulation, the communication of CSR and sustainability activities are major drivers for the development of food companies. Trustworthiness is one of the key factors, and customers play a key role in this direction. The solved issue has a huge impact on the success of the food companies in the market, and, therefore, it would be suitable to pay attention to this issue and conduct similar research in other E.U. countries and on their food companies.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database

  • CEP classification

  • OECD FORD branch

    50202 - Applied Economics, Econometrics

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2023

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Name of the periodical

    Foods

  • ISSN

    2304-8158

  • e-ISSN

    2304-8158

  • Volume of the periodical

    12

  • Issue of the periodical within the volume

    JUL 2023

  • Country of publishing house

    CH - SWITZERLAND

  • Number of pages

    16

  • Pages from-to

    1-16

  • UT code for WoS article

    001038630500001

  • EID of the result in the Scopus database

    2-s2.0-85166327431