Türk tüketicilerinin bakış açısıyla işletmelerin kurumsal sosyal sorumluluk faaliyetleri

Özet: Günümüzde, işletmelerin sadece ekonomik sorumluluklar doğrultusunda faaliyet göstermelerinin ötesinde, içinde yer aldıkları toplumun yasal ve etik kuralları çerçevesinde topluma yararlı davranışlarda bulunmaları ve paydaşlarına yönelik hayırseverlik sorumluluklarını da gerçekleştirmeleri beklenen bir olgu haline gelmiştir. Kurumsal sosyal sorumluluk (KSS) kavramı iş dünyasında önemi artan bir kavram olarak karşımıza çıkmakta ve işletmeler sosyal sorumluluk faaliyetlerine önem vermektedirler. Bu araştırma, Türk tüketicilerinin KSS kavramı hakkındaki bilgi seviyelerini, işletmelerin sosyal sorumlu faaliyetlerine yönelik tutum ve davranışlarını anlamak amacıyla gerçekleştirilmiştir. Araştırma bulgularına göre, Türk tüketicilerinin ürün satın alırken KSS faaliyetlerinde bulunan işletmelerin ürünlerine öncelik tanımadığı belirlenmiş, fiyat ve kalite benzerliği olsa dahi bu işletmelere güvenmeleri ve destekte bulunulan alana önem vermeleri gerektiği belirtilmiştir. Bu bulgular doğrultusunda Türk tüketicilerinin tutum ve davranış ayrılığı göstermediği de gözlemlenmektedir. İşletmelerin KSS faaliyetleriyle elde edilmesi beklenen yararların sektörel bazda değişkenlik gösterebileceği de çalışmanın diğer bulguları arasında yer almaktadır.

Corporate social responsibility from the Turkish consumers' point of view

Abstract: Today, companies are expected to act not only in line with their economic responsibilities but also have to behave legally and ethically and undertake philanthropic activities towards their stakeholders. Corporate social responsibility (CSR) is a concept with a growing importance in the business world and companies are engaging in these activities. This study aims to understand the knowledge level of the Turkish consumers about CSR concept, reveal the attitudes and behaviors of the consumers towards the companies that undertake CSR activities in Turkey. The research reveals that Turkish consumers do not take companies' CSR activities into consideration while purchasing and even though the price and quality of the products are the same, consumers also consider the importance of supported areas and their trust towards these companies. Based on these findings, it can also be stated that there is no attitude-behavior gap for the Turkish consumers.

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Kaynak Göster