engleski

CORPORATE SOCIAL RESPONSIBILITY – THEORETICAL ASSUMPTIONS AND THE CONSUMER EXPERIENCE SURVEY

Corporate Social Responsibility (CSR) is a concept that represents the commitment of business and civil society to the promotion of lifelong learning on sustainable development that will contribute to the safe and healthy lifestyle of individuals and employees, their families, the local community and society as a whole. The implementation of the concept of CSR into the business of a company implies assuming responsibility for the employees within a company, as well as for the environment which the company is affecting. By applying the concept of CSR, the company raises its activities to a higher level of business through which people inside and outside of the company become aware of the importance of influencing the social community and of the way they contribute to long-term sustainability. Also, CSR affects the company’s competitiveness and creates a positive corporate image. In this paper, a survey was conducted, in which consumer attitudes about socially responsible business and the purchase of products of socially responsible companies were examined. The survey found that consumers are familiar with CSR and recognize its importance and prefer to buy products from socially responsible companies. As an example of good practice, the authors reviewed the company Coca-Cola HBC Croatia and applied the concept of socially responsible business operations of the enterprise mentioned above and the activities that the mentioned concept implements. Coca-Cola HBC Croatia is a pioneer of CSR in the Re-public of Croatia, which published its first Business Sustainability report as early as 2003. Coca-Cola HBC Croatia carries out the following activities of CSR: health care and safety at work, health care and safety of consumers, care for employees, environmental protection and sustainable use of natural resources, wastewater management, energy savings and climate protection, production management and packaging waste management, as well as its support for young people.

CSR , society ; environment ; consumer experience

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