engleski

Socially Responsible Marketing and Consumer Attitudes: A Country Comparison

Modern business conditions are placing growing demands on companies regardless of the type of business they conduct. Companies are being given an increasingly important role and emphasis in society, whereas the increased expectations put corporate social responsibility into the focus of importance. Companies are expected to maintain a successful balance despite the influence of frequently confronting forces. On the one hand, there is concern for the welfare ot the social community and the environment, and on the other hand, the need for profit and competitiveness. The marketing conception begins with the identification of consumer requirements as well as the continuous improvement of products in order to satisfy consumers. Its role comes to the forefront for the profitable satisfaction of consumers and the increase of the quality of goods and services. Corporate social responsibility is considered a particular challenge, for which marketing conception still needs to find adequate answer taking into account requirements of consumers as the most important stakeholder group. Consequently, the attitudes and expectations of consumers are considered to be essential prerequisites for wider use of socially responsible marketing, that is, of corporate social responsibility. Differences in customers' attitudes and their willingness to react are considered an important factor which, among others, favors or delay the use of corporate social responsibility in the countries examined.

Socially Responsible Marketing ; Consumer Attitudes ; Marketing Concept Development ; Corporate Social Responsibility

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