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The Role of Corporate Social Responsibility as a Factor of Consumers’ Decisions While Purchasing Carbonated Soft Drinks

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  • Mariya Georgieva

    (University of Economics - Varna)

Abstract

By imposing sustainable production and consumption practices as a part of the overall concept of sustainable development of modern business, the importance of the role of Corporate Social Responsibility (CSR) in different spheres is growing. This report examines the feasibility of this concept in the market for carbonated soft drinks in Bulgaria by thoroughly exploring consumers' understanding of CSR and diagnosing in a comparative manner the latter's role as a consumer choice factor in decision-making while purchasing soft carbonated drinks. The result of an empirical study among 276 respondents is presented.

Suggested Citation

  • Mariya Georgieva, 2018. "The Role of Corporate Social Responsibility as a Factor of Consumers’ Decisions While Purchasing Carbonated Soft Drinks," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 7(2), pages 250-257, November.
    • Handle: RePEc:vra:journl:v:7:y:2018:i:2:p:250-257
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    File URL: http://www.su-varna.org/izdanij/2018/EconomicSciencesSeries_2018_2/250-257.pdf
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    References listed on IDEAS

    as
    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    2. Wilfred Amaldoss & Sanjay Jain, 2005. "Conspicuous Consumption and Sophisticated Thinking," Management Science, INFORMS, vol. 51(10), pages 1449-1466, October.
    3. Magdalena Öberseder & Bodo Schlegelmilch & Verena Gruber, 2011. "“Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions," Journal of Business Ethics, Springer, vol. 104(4), pages 449-460, December.
    4. Hans Ruediger Kaufmann & Mohammad Fateh Ali Khan Panni & Yianna Orphanidou, 2012. "Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 50-69, February.
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    Cited by:

    1. Mariya Georgieva, 2020. "About the Corporate Social Responsibility Beyond the Framework of Charity," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 9(1), pages 35-44, April.

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    More about this item

    Keywords

    Corporate Social Responsibility; sustainability; consumer choice; decision-making factors; carbonates;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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