engleski

CSR as a prerequisite of consumer behavior in a transitional economy

A large number of companies around the world are increasingly talking about corporate social responsibility as a concept that ensures business success, but also the sustainable development of society in general. Although initially set up as a voluntary activity, today corporate social responsibility (CSR) is treated as an important and indispensable social mechanism. Therefore, for many modern companies, it is no longer enough just to produce quality products and provide distinctive services to its customers, but they should take into account the wider social and environmental consequences of their actions. Considering that the concept and phenomena of CSR can contribute to long-term sustainability of companies, goal of this paper is to explain the concept of CSR and its impact on consumer behavior in the sports retail industry in a transitional economy. Author also aimed to examine whether consumers in the sports industry know how the companies they are buying from behave, whether they consider social responsibility as an important factor for selection of sports products, and are they willing to punish or reward socially (ir)responsible companies.

corporate social responsibility (CSR), consumer behavior, sports industy

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