KONSUMENCKA PERCEPCJA KONCEPCJI SPOŁECZNEJ ODPOWIEDZIALNOŚCI BIZNESU – NA PRZYKŁADZIE FIRMY DANONE
CONSUMER PERCEPTION OF CORPORATE SOCIAL RESPONSIBILITY IN BUSINESS – ON THE EXAMPLE OF DANONE

Summary/Abstract: CSR which stands for Corporate Social Responsibility is a business responsibility defined as a concept of enterprise management which is based on a conscious and sustainable activity. Nowadays CSR is an important factor of a competitive advantage on the market. Organizations which undertake the decision of launching CSR activities build a positive image of an enterprise, what may be a guarantee of greater stability of functioning. The aim of this study was to present the results of the research concerning perception and assessment of CSR activities realized by Danone. The results indicate that for majority of respondents CSR means care of employees, health and supporting the needy, increasing the culture and complying with the regulations of law. More than 40% of the respondents think that the awareness of the fact that Danone realizes CSR activities has an influence on their choice of the brand among other brands available on the market.

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