The influence of corporate social responsibility on consumers behavior in Serbia

Abstract

This paper presents the results of research conducted with the aim of exploring corporate social responsibility (CSR) and its influence on consumer’s behavior in Serbia. An extensive literature review was conducted based on which the questionnaire was developed. The data was gathered by interviewing consumers in Serbia and analysis was conducted with the aim to confirm the reliability and multidimensionality of the proposed scale. The starting point was 4 dimensional model of corporate social responsibility with the measured influence of Economic aspect, Environmental aspect, Care of employees and Voluntariness on Consumers behavior. After the exploratory analysis was perfotmed, the model of CSR influence was proposed and tested. The results reflect the consumers’ perspective and potential implication on companies’ strategies and practices.