The Role of Corporate Social Responsibility as a Factor of Consumers’ Decisions While Purchasing Carbonated Soft Drinks
The Role of Corporate Social Responsibility as a Factor of Consumers’ Decisions While Purchasing Carbonated Soft Drinks

Summary/Abstract: By imposing sustainable production and consumption practices as a part of the overall concept of sustainable development of modern business, the importance of the role of Corporate Social Responsibility (CSR) in different spheres is growing. This report examines the feasibility of this concept in the market for carbonated soft drinks in Bulgaria by thoroughly exploring consumers' understanding of CSR and diagnosing in a comparative manner the latter's role as a consumer choice factor in decision-making while purchasing soft carbonated drinks. The result of an empirical study among 276 respondents is presented.

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