Initiatives of organizational social responsibility: What makes impact on consumer socially responsible behaviour
Inicjatywy społecznej odpowiedzialności organizacji – co wpływa na społecznie odpowiedzialne zachowania konsumentów
The aim of the article is to evaluate the impact of an organization's social responsibility initiatives on consumer socially responsible behaviour. The article singles out and researches among consumers such organizational social responsibility initiatives as economic responsibility, ethical responsibility, ecological responsibility and philanthropic responsibility. Questionnaire survey was made using approved scales in scientific literature. A reliable study is being conducted with 339 Lithuanian adults as consumers. The regression results of the study showed that an organization's environmental initiatives are statistically significant and strongly related to consumer socially responsible behaviour, while an organization's economic, ethical or philanthropic responsibility initiatives are only partially related to consumer socially responsible behaviour. This study was limited to only a few other purchase motives that determine the consumers' behaviour in choosing socially responsible goods, such as price, quality, price-quality ratio, ecological evaluation. Developing further research could contribute to other purchase motives. Previous researches showed that the active socially responsible policies pursued by organizations have significant impact upon society. This research encloses that social responsibility initiatives are less important and do not influence consumers’ decisions to behave in a socially responsible way. Thus, a company must first offer its customers a good value for money.
Celem artykułu jest ocena wpływu inicjatyw w zakresie społecznej odpowiedzialności organizacji na społecznie odpowiedzialne zachowania konsumentów. W artykule wyodrębniono i zbadano takie inicjatywy społecznej odpowiedzialności organizacji, jak odpowiedzialność ekonomiczna, etyczna, ekologiczna i filantropijna. W badaniu wzięło udział 339 dorosłych litewskich konsumentów. Wyniki analizy regresji wykazały, że inicjatywy środowiskowe organizacji są statystycznie istotne i silnie powiązane ze społecznie odpowiedzialnymi zachowaniami konsumentów, podczas gdy inicjatywy organizacji w zakresie odpowiedzialności ekonomicznej, etycznej lub filantropijnej są tylko częściowo powiązane ze społecznie odpowiedzialnymi zachowaniami konsumentów. W badaniu ograniczono się jedynie do kilku motywów zakupowych, które determinują zachowania konsumentów przy wyborze dóbr społecznie odpowiedzialnych, takich jak cena, jakość, stosunek ceny do jakości, ocena ekologiczna. Dalsze badania mogą przyczynić się do ustalenia innych motywów zakupowych. Wcześniejsze analizy wykazały, że aktywna, społecznie odpowiedzialna polityka prowadzona przez organizacje ma znaczący wpływ na społeczeństwo. Z przeprowadzonych badań wynika, że inicjatywy w zakresie odpowiedzialności społecznej są mniej istotne i nie wpływają na decyzje konsumentów dotyczące społecznie odpowiedzialnych zachowań. Dlatego firma musi najpierw zaoferować swoim klientom dobry stosunek jakości do ceny.
Bibliografia
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