Metoda pomiaru społecznej i ekologicznej odpowiedzialności konsumentów
Method of customers’ social and ecological responsibility measurement

Summary/Abstract: The objective of the paper is to present the idea of consumer social responsibility as well as the author’s proposal of a quantitative method intended to measure the level of this type of responsibility within a specific social group. Consumer social responsibility is a set of consumer behaviours which is characterised by a conscious choice of products manufactured in accordance with the CSR idea. The level of that responsibility is dependent on numerous factors such as ecological awareness, empathy, fashion, or the level of affluence. Organizations that intend to implement the CSR concept should first obtain the information on the current level of ConSR in the society in the area of which they are functioning. High ConSR is a prerequisite for an effective implementation of the CSR concept in an organization. Without suitable knowledge about the level of ConSR among potential target consumers, offering products manufactured in accordance with the CSR concept may not bring the expected sales effects and the organization may not reach a competitive advantage. The attempts to measure the phenomenon that have been made until now have been based on researching declarative consumer opinions, which is burdened with a substantial mistake. The method proposed by the authors is based on the assumption that ConSR can be measured directly by analysing waste produced by a given society and its way of dealing with it. It was assumed that every product purchased is changed into waste, hence the analysis of this waste provides knowledge on consumer behaviours. The way of dealing with waste, however, provides us with knowledge on the level of consumers’ ecological responsibility. The paper describes in a detailed way a quantitative method of ConSR measuring.

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