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Methodological provisions for conducting empirical research of the availability and implementation of the consumers socially responsible intentions

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Document pages: 9 pages

Abstract: Social responsibility of consumers is one of the main conditions for therecoupment of enterprises expenses associated with the implementation of socialand ethical marketing tasks. Therefore, the enterprises, which plan to act onterms of social and ethical marketing, should monitor the social responsibilityof consumers in the relevant markets. At the same time, special attentionshould be paid to the analysis of factors that prevent consumers fromimplementing their socially responsible intentions in the regions with a lowlevel of social activity of consumers. The purpose of the article is to developmethodological guidelines that determine the tasks and directions of conductingempirical studies aimed at assessing the gap between the socially responsibleintentions of consumers and the actual implementation of these intentions, aswell as to identify the causes of this gap. An empirical survey of the sampledconsumers in Kharkiv was carried out in terms of the proposed methodologicalprovisions. It revealed a rather high level of respondents willingness tosupport socially responsible enterprises and a rather low level ofimplementation of these intentions due to the lack of consumers awareness. Totest the proposed methodological guidelines, an empirical study of theconsumers social responsibility was conducted in 2017 on a sample of studentsand professors of the Semen Kuznets Kharkiv National University of Economics(120 people). Questioning of the respondents was carried out using the GoogleForms. The finding allowed to make conclusion for existence of a high level ofrespondents willingness to support socially responsible and socially activeenterprises. However, the study also revealed the existence of a significantgap between the intentions and actions of consumers, caused by the lack ofawareness.

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