Marketing of CSR
- DOI
- 10.2991/emt-19.2019.3How to use a DOI?
- Keywords
- marketing, CSR, corporate social responsibility, education, income, environment, care, technology, fair play
- Abstract
The responsibility of employees and the public towards corporations and vice versa (Corporate Social Responsibility - CSR) is preventing such scandals as Dieselgate, Huawei, Boeing or burned rain forests for growing oil palms for biofuels in media and court procedures. Surprisingly, no article about the preventive effects of CSR was found. Therefore, the objective of this article is to find CSR specific feedback improving marketing operability of the functional roles of CSR participants. Four main clusters of CSR: Environment, Care, Fair play and Technology have shown a portfolio of preferences according to the functional roles of age, gender, education, and number of kids in the family. Further, tests of hypotheses have shown how socio-demographic characteristics of respondents contribute to their socially responsible behaviour. Respondents with university degrees behave socially responsible, while respondents with occupational training do not. Similarly, respondents with the highest net monthly income of the household behave socially responsible, while respondents with the monthly household income between 15 and 30 thousand CZK don’t. The clusters found in the sample of 1038 respondents explain targeting of CSR through this portfolio.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Jiří Boháček AU - Zdeněk Linhart AU - Peter Matisko PY - 2019/05 DA - 2019/05 TI - Marketing of CSR BT - Proceedings of the International Conference on Economics, Management and Technology in Enterprises 2019 (EMT 2019) PB - Atlantis Press SP - 10 EP - 13 SN - 2352-5428 UR - https://doi.org/10.2991/emt-19.2019.3 DO - 10.2991/emt-19.2019.3 ID - Boháček2019/05 ER -