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63

Section: Management and Marketing
UDC 658.89
Kudyrko O. V.
Social Responsibility as a Contemporary Trend of the Consumer Behavior (p. 382 - 388)
In today's economy development the socially important issues are at the center of public attention. Most companies declare their social responsibility to the community and integrate it into managerial activity. The article is aimed to study the role and place of social responsibility in the behavior of the contemporary consumer. The concept of corporate social responsibility is considered from the perspective of the consumer, his understanding of and attitudes towards brands that support social initiatives. It has been determined that in the new economic environment when choosing a product to the consumer is no longer enough to be guided only by the functionality of the product, in the foreground comes not the usefulness of the product itself as an item, but the possibility of providing a sense of belonging and identification with the company. The consumer becomes a pragmatic and rational, he changes the culture of his own consumption, when his priority is not possessing, but saving money by means of shared use of goods. Also transformed are relations with companies, as brands that support social initiatives have bigger loyalty from consumers. Examples of socially responsible projects from domestic companies are given, which allowed to allocate social problems that are subject of such initiatives, as well as consumer motives that force the consumer to make a purchase. A definition of «social responsibility on part of the consumer» as reaction and relationship of individual towards the social initiatives of brands generating motives for buying, and in the long run forming consumer's loyalty to the company, has been proposed. Prospects for further research in this area is to examine the mechanism of consumer behavior and to elaborate recommendations to enterprises in the context of corporate social responsibility.
Keywords: consumer, consumer behavior, social responsibility, corporate social responsibility (CSR), share economy, shared use
Fig.: 4. Tabl.: 1. Bibl.: 11.

Kudyrko Olga V. – Candidate of Sciences (Economics), Assistant, Department of Marketing, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

Reference to this article:
Kudyrko, Olga V. (2015) “Social Responsibility as a Contemporary Trend of the Consumer Behavior.” Business Inform 1:382–388.

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