Corporate social responsibility in alcohol industry in Croatia

Društveno odgovorno poslovanje u kontekstu alkoholne industrije iznimno je bitno možda najviše iz razloga što proizvodi čija je konzumacija u današnje vrijeme sve dostupnija gotovo svim dobnim uzrastima može potencijalno svakom potrošaču ugroziti život. Naravno, društveno odgovorno poslovanje odnosi se i na mnoge druge segmente poput onog možda i najčešće spominjanog o zaštiti okoliša, ili segmente poput filantropije, volonterizma, društvenog marketinga itd. No, mnoge druge industrije svojim proizvodima ne mogu toliko direktno „ugroziti“ potrošača kao što je to slučaj s alkoholnom industrijom pa se tako u ovom radu koji sadržava istraživanje usmjereno na tri zainteresirane strane najviše pozornosti posvećuje upravo komunikaciji o odgovornoj konzumaciji alkohola kao finalnog proizvoda alkoholne industrije.Corporate social responsibility in the context of the alcohol industry is extremely important perhaps because of the fact that products whose consumption is more and more accessible to almost all ages today can potentially endanger life to every consumer. Of course, corporate social responsibility also applies to many other segments like the one perhaps most often referred to as environmental protection, or segments such as philanthropy, volunteerism, social marketing etc. However, many other industries can not directly "endanger" consumers with their products, as is the case with the alcohol industry, so in this paper that includes research directed at the three interested parties, the most attention is devoted to communication on responsible alcohol consumption as the final product alcohol industry