Consumers Perception of Corporate Social Responsibility Empirical Study in Romanian Retail

Consumers Perception of Corporate Social Responsibility Empirical Study in Romanian Retail

Nicolae Al. Pop (Academy of Economic Studies, Bucharest, Romania), Sebastian A. Vaduva (Emanuel University of Oradea, Romania), Dan Cristian Dabija (Babes-Bolyai University, Cluj-Napoca, Romania) and Ioan S. Fotea (Emanuel University of Oradea, Romania)
DOI: 10.4018/jsesd.2010100101
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Abstract

To build a better and more profitable corporate image, Western firms have been investing in social responsibility. The Romanian consumer has fairly recently been exposed to this holistic marketing concept since the Revolution of 1989, and in this regard, in this article, the authors verify conventional corporate social responsibility principles of building customer loyalty as well as goodwill from stakeholders. The paper explores the competitive advantage and its various components in which companies make use of marketing instruments that influence CSR activities of retailers.
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Contextualized Literature Review

The European Commission highlights the main three factors that each firm must take into account when it is seeking to obtain a sustainable position on the market: (1) development from a social perspective, (2) development form an economical perspective and (3) development from an ecological perspective (KOM, 2001).

According to Meffert et al. (2005) corporate social responsibility is a holistic approach where a firm considers all its social, ecological and economical opportunities to voluntarily take upon itself the responsibility of its community and to maintain the legal norms (Herchen, 2007).

The concept of corporate social responsibility in the Romanian academic literature has been newer but perhaps more vigorous (Oprea, 2005). The general agreed definition has been the overall attitude that a firm exhibits towards the community in its profit maximization efforts by behaving ethically, paying special care to the environment and taking into consideration the needs and interests of all direct or indirect partners (Oprea, 2005).

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