Impact of Selected Corporate Social Responsibility Activities on Consumer Interest in the Brand. CSR as a Factor Minimizing Competitive Risk

Upon careful examination of organizations’ operations on the market it becomes evident that conventional approaches do not ensure triumph. The consideration of the interests of diverse stakeholder groups inside a corporation is a crucial factor in influencing its overall reputation. The formulation of a Corporate Social Responsibility (CSR) strategy is predicated upon the company’s engagement in communication with its external environment. The significance of the approach is evidenced by the European Commission’s initiative to provide a comprehensive definition of CSR. The main objective of this study is to examine the impact of chosen CSR initiatives on consumers’ willingness to buy and recommend given brand. This will be achieved by determining the degree of respondents’ awareness of sustainable business practices, as well as identifying the key activities that are most significant in alerting the brand within the framework of responsible strategies. The survey was administered to adult individuals from Poland, adhering to the principles of the CAWI approach. A proprietary survey questionnaire was used for the study, which addressed the issues under investigation.