Companies face the challenge of how to adequately address the expectations of consumers, who increasingly value socially responsible efforts, while maintaining their trust and reducing scepticism about the sincerity of these efforts. In this master's thesis, we focused on the importance of corporate social responsibility (CSR) communication, examined which content and methods of communication are most effective with consumers, and explored which factors and tools increase the credibility of such messages. The research addressed key questions: how consumers understand CSR communication, how they react to it, and what types of messages and content they expect. We also examined which factors influence the perception of credibility and identified which communication tools are considered the most trustworthy. The results showed that consumers value companies that act responsibly towards the environment, employees, and society at large. Such companies can be a role model and inspiration for others, but scepticism remains due to possible deception or excessive emphasis on profit-driven interests. For successful communication about CSR, it is crucial that companies back up their claims with demonstrable actions, transparency, and the consistent use of trustworthy communication channels, as this is the only way to effectively address consumers and reduce their doubts.
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