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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

Foods

ISSN

2304-8158

e-ISSN

2304-8158

Svazek periodika

12

Číslo periodika v rámci svazku

JUL 2023

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

16

Strana od-do

1-16

Kód UT WoS článku

001038630500001

EID výsledku v databázi Scopus

2-s2.0-85166327431