Young consumers' perception of corporate social responsibility in Republic of Croatia

Ovaj rad bavi se pitanjem percepcije mladih potrošača o društvenoj odgovornosti poduzeća. Društvena odgovornost poduzeća postaje bitna sastavnica u aktivnostima odnosno poslovanju poduzeća. Mogu je, ali i ne moraju provoditi, ovisi o njihovoj misiji, viziji i željenom smjeru. Pretpostavka je da uvođenje takve politike donosi određene benefite. Ulaskom u moderno doba uvode se razni novi standardi i certifikati koji bitno utječu na porast implementacije politike društvene odgovornosti u poslovanje. Poduzeća su okružena mnogobrojnim čimbenicima na koje imaju pozitivan i negativan utjecaj. Mladi potrošači imaju najviše doticaja s učenjem o važnosti i održivosti zajednice tj. najobrazovanija su generacija. Također, predstavaljaju buduće radno aktivne osobe u budućnosti odnosno postaju novo potrošačko tržište. Poduzeća ako žele opstati dugoročno na tržištu i ostvariti konkurentsku prednost moraju proučiti mlade potrošače, njihove vrijednosti i usmjeriti željene prodajne aktivnosti prema njima. Provedeno je empirijsko istraživanje u svrhu dobivanja odgovora od mladih osoba i saznanja njihovog razmišljanja o djelovanju poduzeća prema entitetima koja postoje u stvarnosti. Rezultati pokazuju stvarno stanje odnosa poduzeća prema društvu. Mlade osobe nisu dovoljno informirane o pojmu društvena odgovornost poduzeća. Zainteresirani su za teme vezanu uz okoliš. Nadalje, istraživanje je pokazalo nesigurnost i neodlučan stav u pitanjima odnosa poduzeća prema zaposlenicima i zajednici općenito.This master`s thesis deals with the issue of perception of social responsibility by young consumers. Corporate social responsibility becomes an important component in the activities or operations of the company. Their implementation depends on mission, vision and desired direction they want to go. The assumption is that the introduction of such policy brings certain benefits. Entering in modern age, new standards and certificates are being introduced which significantly affect the increase in the implementation of social responsiblity policy. Companies are surrounded by many factors and they have a positive and negative impact on others. Young consumers are the most educated people, they have learned and understand about the importance of sustainbility. They also represent future working people and new consumer market. If companies want to survive, in long term on the market and achieve a competitive advantage, they need to study about young consumers and providing selling activites towards them. Empirical research was conducted in order to get answer from young people about their opinion on actions of companies in reality. The results show real situation what young consumers think about company beahivour. Young people are not enough informed about the concept corporate social responsibility. They are interested in environmental issues. Furthermore, the research showed insecurity and an undecided attitude in matters of company relation towards employees and the community in general