Vnímání společensky odpovědných aktivit zákazníky u maloobchodního řetezce
Consumer perception of socially responsible activities at a retail chain

Summary/Abstract: In recent years, the concept of corporate social responsibility has become increasingly well-known to society and individual organizations. Therefore, it is becoming more and more important to raise awareness and perception of this concept, as well as to promote its implementation in practice. Based on a questionnaire survey, data analysis was conducted to find out how consumers perceive various CSR activities of a specific retail chain. The research sample consisted of 129 respondents. The data was statistically processed and tested using confidence interval and chi-square. It was found that 52 % of the respondents understood the concept of CSR. The most familiar activity to the respondents within the CSR concept in a particular chain include the fight against food waste, recycling, and waste recovery, and promotion of a healthy lifestyle. About 65.4 % of the respondents believe that CSR activities mainly benefit the retail chain and another 14 % of the respondents are almost sure that the retail chain is engaged in this concept mainly for profit. However, the performed tests did not reveal any relationship between the perception of CSR activities and the age, education, gender, and salary of the respondents. It was also found that 56.6 % of the respondents did not have sufficient information about CSR. Finally, it can be concluded that this concept is perceived positively by the respondents, they consider it meaningful and are willing to pay more for a product where part of the profit goes to the needy. The research results thus outline directions and areas for possible improvement and continuous monitoring of the perception of this concept.

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