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2021, vol. 52, br. 3, str. 149-162
Preferencije i stavovi potrošača u odnosu na socijalne i ekološke dimenzije korporativne društvene odgovornosti
aUniverzitet u Beogradu, Fakultet organizacionih nauka
bAkademija strukovnih studija Beograd, Odsek Visoka turistička škola, Beograd

e-adresatamara.vlastelica@fon.bg.ac.rs, marija.jovic@fon.bg.ac.rs, vladimirp@visokaturisticka.edu.rs
Ključne reči: korporativna društvena odgovornost; socijalna dimenzija korporativne odgovornosti; ekološka dimenzija korporativne odgovornosti; percepcija potrošača; preferencije potrošača; ponašanje potrošača
Sažetak
Korporativna društvena odgovornost, kao poslovna filozofija i menadžerski koncept, sve više je zastupljena kako u savremenom poslovanju i marketingu, tako i u naučnoj literaturi iz ove oblasti. Značaj koji potrošači pridaju različitim aspektima društvene odgovornosti prilikom evaluacije kompanije i proizvoda, kao i odlučivanja za kupovinu, se razlikuje u zavisnosti od stepena ekonomskog, sociološkog, institucionalnog i tehnološkog razvoja okruženja, odnosno nije isti u razvijenim zemljama i na tržištima u razvoju. Cilj rada je da se istraži na koji način potrošači percipiraju društvenu odgovornost kompanija koje posluju na tržištu Republike Srbije i kojim aspektima društvene odgovornosti pridaju najveći značaj. Kako bise ispitalo koja su očekivanja potrošača i na koji način oni percipiraju socijalne i ekološke dimenzije društvene odgovornosti, sprovedeno je empirijsko istraživanje, primenom metode anketiranja. Za potrebe istraživanja prilagođen je upitnik koji je primenjivan u sličnim studijama na inostranim tržištima, što omogućava i poređenje značaja različitih dimenzija korporativne odgovornosti kod potrošača iz različitih tržišnih okruženja. Rezultati istraživanja su pokazali da postoji značajna veza između percepcije ekoloških i socijalnih aspekata društvene odgovornosti kompanija i preferencija potrošača, izraženih u evaluaciji kompanije i nameri za kupovinu, kao i da demografske karakteristike ispitanika u jednom delu determinišu tu vezu.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/mkng2103149V
objavljen u SCIndeksu: 11.02.2022.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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