Vloga potrošnikovega stališča do komuniciranja o DOP pri oblikovanju stališča do podjetja : magistrsko delo

Medved, Živa (author), Golob, Urša (mentor)

Obstaja splošno strinjanje, da potrošniki svoj odnos do podjetja oblikujejo na podlagi vedenja podjetja do družbe. Komuniciranje o DOP je zato učinkovito orodje za manifestiranje vrednot podjetja v povezavi z odgovornostjo do družbe in doseganje strinjanja s potrošniki na tem področju. Posledično je eden glavnih načinov upravljanja odnosov s potrošniki. Namen naše naloge je ugotoviti, v kolikšni meri se stališče potrošnika do komuniciranja o DOP prelije na njegovo stališče do podjetja. Pri tem smo se omejili na štiri dejavnike: potrošnikova pričakovanja o DOP, skladnost potrošnikovih vrednot z DOP ter zaznan egoistični in altruistični motiv podjetja za DOP. Na podlagi pregleda literature smo oblikovali mediacijski model in hipoteze, da izbrani dejavniki vplivajo na potrošnikovo stališče do podjetja ter da ta vpliv mediira stališče do komuniciranja o DOP. Zaradi heterogenosti potrošniške skupine smo raziskavo omejili na milenijce, ki se v svojih vrednotah izrazito razlikujejo od drugih. Podatke smo zbrali z anketo in jih analizirali po metodi najmanjših delnih kvadratov (PLS). Prišli smo do zaključka, da pri mladih potrošnikih v Sloveniji pričakovanja o DOP, skladnost vrednot z DOP in zaznan egoistični motiv za DOP vplivajo na njihovo stališče do podjetja. Večina tega vpliva mediira stališče potrošnika do komuniciranja o DOP. Raziskava ni potrdila vpliva zaznanega altruističnega motiva za DOP na potrošnikovo stališče do podjetja. Naša raziskava odkriva priložnosti za nadaljnje raziskovanje ter prispeva k razumevanju, kako oblikovati komuniciranje o DOP z mladimi potrošniki, da bi le-to spodbudilo njihovo naklonjenost podjetju.

• Language: Slovenian
• Keywords: stališče potrošnika do komuniciranja o DOP, stališče potrošnika do podjetja, pričakovanja potrošnika o DOP, skladnost osebnih vrednot z DOP, zaznan motiv za DOP.
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [Ž. Medved]
• Year: 2021
• Number of pages: 90 str.
• PID: 20.500.12556/RUL-125408
• UDC: 366(043.2)
• COBISS.SI-ID: 56613379
• Publication date in RUL: 14.03.2021

MEDVED, Živa, 2021, Vloga potrošnikovega stališča do komuniciranja o DOP pri oblikovanju stališča do podjetja : magistrsko delo [online]. Master’s thesis. Ljubljana : Ž. Medved. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=125408

Secondary language

• Language: English
• Title: The role of consumer attitude toward CSR communication in shaping their attitude toward the company

Abstract

There is a general consensus that consumers shape their attitude towards a company based on its behaviour towards the society. CSR communication is an effective tool a company uses for manifesting its CSR values and reaching an agreement with consumer about CSR. As a result, it is one of the main ways how a company manages consumer relationships. The purpose of this master’s thesis is to determine the extent to which the consumer attitude towards CSR communication spills over to their attitude towards the company. We limited ourselves to four factors: consumer expectations of CSR, consumer values and CSR fit, and perceived egoistic and altruistic CSR motive. Based on the literature review, we formed a mediation model and hypotheses, which predicts that the selected factors influence the consumer attitude towards the company and moreover, that this influence is mediated by the attitude towards CSR communication. Due to the heterogeneity of the consumer group, we limited the research to millennials as they significantly differ from other groups in their values. Data was collected with a survey and analysed with the partial least squares method (PLS). We conclude that in the case of young consumers in Slovenia, their expectations of CSR, personal values and CSR fit and perceived egoistic motive for CSR affect consumer attitude towards the company. Most of this influence is mediated by the consumer attitude toward CSR communication. The research did not confirm the influence of the perceived altruistic motive for CSR on the consumer attitude towards the company. Nevertheless, our research reveals opportunities for further research and contributes to the understanding of how to design CSR communication with young consumers in order to encourage their commitment to the business.

• Keywords: consumer attitude toward CSR communication, consumer attitude toward company, consumer expectations of CSR, CSR-Consumer fit, perceived CSR motive.