The role of Corporate Social Responsibility in the decision-making process of consumers in Ukraine
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Author (Corporation)
Publication date
2021
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Course of study
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Type
01A - Journal article
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Editor (Corporation)
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Parent work
Innovative Marketing
Special issue
DOI of the original publication
Link
Series
Series number
Volume
17
Issue / Number
1
Pages / Duration
78-93
Patent number
Publisher / Publishing institution
Business Perspectives
Place of publication / Event location
Sumy
Edition
Version
Programming language
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Practice partner / Client
Abstract
This paper aims to investigate the impact of Corporate Social Responsibility (CSR) of Fast Moving Consumer Goods (FMCG) companies on consumer buying behavior in the Ukrainian market. The qualitative data for this study were collected with the help of semi-structured interviews conducted with a total of 10 respondents, including 5 Ukrainian consumers (with different levels of responsible consumption adoption) and 5 CSR experts from FMCG companies located in Ukraine (both local and global; with CSR adoption level varying from low to well-developed). The data obtained for this study revealed that the level of consumer awareness about CSR in Ukraine is still low. However, the level of awareness and the actual consumption of responsible products are constantly growing. The results also show that Ukrainian consumers who already have some level of awareness about CSR perceive CSR communication as more credible when it does not originate from the company directly or is endorsed by a third party. At the same time, interviewed experts stated that to raise awareness among the wider population, FMCG companies have to communicate their CSR achievements directly and massively. Ukrainian consumers are mostly impacted by the product-related CSR type, such as bio-ingredients and sustainable packaging. Price premium for responsible products is the key factor that causes the “intention-behavior gap” in Ukraine. Practitioners from the FMCG industry in Ukraine may use the information provided by this study to shape their CSR strategies, which will allow them to cater to societal demands and, as a result, impact consumer buying behavior.
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ISBN
ISSN
1816-6327
1814-2428
1814-2428
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Hybrid
License
Citation
Lobachevska, G., & Daub, C.-H. (2021). The role of Corporate Social Responsibility in the decision-making process of consumers in Ukraine. Innovative Marketing, 17(1), 78–93. https://doi.org/10.21511/IM.17(1).2021.07