Analysis of social responsibility and consumer activity through primary research

Abstract

Today, successful companies are all placing a strong emphasis on corporate social responsibility: they are involved in activities and support causes that serve the interests of a community. The emergence of a group of responsible consumers’ is not new, who place great emphasis on buying environmentally responsible and ethical products and who also value transparent communication from companies. In our quantitative methodological research, we investigated whether there is a correlation between social activism and the purchase of ethical products, and which consumer groups are active buyers of ethical products. Our results confirmed both our hypotheses: we have shown that this attitude is reflected in consumer behaviour and could contribute to increasing social responsibility activity in the future.