The impact of corporate social responsibility on consumer behavior in the Republic of Croatia

Diplomski rad na temu „Utjecaj društveno odgovornog poslovanja na ponašanje potrošača u Republici Hrvatskoj“ napravljen je na temelju pretpostavki o nedovoljnoj osviještenosti javnosti o suvremenom konceptu društvene odgovornosti te nedovoljnoj implementaciji od strane menadžmenta poduzeća u Hrvatskoj. Analiziraju se koncepti održivog razvoja i društveno odgovornog poslovanja, razvoj koncepta društvene odgovornosti kroz povijest, navode se argumenti rasprave o primjenjivosti suvremenog pristupa odgovornosti poduzeća te se prikazuje trenutno stanje u Hrvatskoj i uloga nacionalnih institucija u praćenju, edukaciji i promicanju primjene društveno odgovornog poslovanja te podizanju svijesti u javnosti o ovoj temi. Također se analizira pojam ponašanja potrošača i čimbenici koji utječu na njegovo ponašanje te se prikazuje utjecaj odgovornog poslovanja na ponašanje potrošača. U tom smislu je provedeno anketno istraživanje o svijesti i stavovima potrošača o važnosti društveno odgovornog poslovanja te utjecaju primjene odgovornog poslovanja na percepciju potrošača i njihov odabir u kupovini proizvoda i usluga. Društveno odgovorno poslovanje je koncept koji podrazumijeva implementiranje ekoloških i društvenih komponenti u poslovne aktivnosti uz komponentu profitabilnosti. Društvena odgovornost mora biti uklopljena u sve poslovne aktivnosti poduzeća jer se na takav način grade temelji održivog razvoja poduzeća i društva u cjelini. Strukturiranim pristupom društveno odgovornom poslovanju poduzeća stječu mnoge pogodnosti, od motiviranih zaposlenika posvećenih ostvarivanju osobnih i organizacijskih ciljeva, podizanju ugleda u zajednici, povećanju konkurentnosti, ekonomičnosti proizvodnje te očuvanju okoliša za buduće generacije.Thesis on "The Impact of corporate social responsibility on consumer behavior in the Republic of Croatia" was made based on assumptions of the lack of public awareness about the modern concept of social responsibility and the lack of implementation by the management in companies in Croatia. The concepts of sustainable development and corporate social responsibility are analyzed and the development of the concept of social responsibility through history is shown. Arguments in the discussion on the applicability of the modern approach to corporate responsibility are shown, as well as the current situation in Croatia and the role of national institutions in monitoring, training and promoting the application of corporate social responsibility, and raising public awareness on this issue. The concept of consumer behavior is also analyzed as well as the factors that influence their behavior. In this regard a survey was conducted on consumer attitudes and awareness of the importance of corporate social responsibility and the impact of the application of responsible business on the perception of consumers and their choice in the purchase of products and services. Corporate social responsibility is a concept that implies the implementation of environmental and social components to the business activities alongside the profitability component. Corporate social responsibility must be incorporated in all business activities enterprises conduct, because only in such a way can we build the foundations for sustainable development of enterprises and society as a whole. Structured approach to socially responsible business activities gives companies a lot of benefits, from motivated employees dedicated to achieving personal and organizational goals, the rise of reputation in the community, increasing competitiveness of the company, reducing costs of production and protects the environment for future generations