The existing literature and research deal with the changes which indicate the increasing importance of socially responsible activities of companies, as they create numerous competitive advantages. The most prominent is the sensed reputation of companies, as this is the case of inextricably linked concepts which are formed in the general evaluation of an individual. By the bachelor’s thesis, we wished to research the significance of social responsibility and reputation of companies by sustainably oriented individuals. Every day, the companies enter the trade, establish relationships, and communicate more with sustainably oriented individuals who represent an important segment of consumers today. 215 participants were included in the sample of the research. They were answering about their sustainably oriented behavior, sensing social responsibility, and reputation of companies through an online survey questionnaire. Numerous authors ascertain that sustainably oriented individuals sense socially responsible activities of the company and, consequently, have a better general evaluation of the company which represents higher education for the company in the market. The results of our research showed that sustainably oriented individuals mildly sense social responsibility of the company, philanthropic the most. Socially responsible companies also enjoy a better reputation among individuals. Understanding the latter segment is an important foundation in forming communication-marketing strategies which improve a long-term successfulness of the company by the appropriate manner of communicating socially responsible activities.
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