| Abstract [eng] |
The final bachelor thesis analyses socially responsible marketing management instruments and their impact on the formation of consumer social responsibility. The thesis analyses the interaction between the concepts of marketing management and social responsibility, and identifies the main marketing factors that encourage consumers to engage in environmentally friendly and ethically sound activities. Based on an analysis of the scientific literature, a theoretical model is developed to assess the impact of these factors on consumer behaviour. The study was carried out using a quantitative questionnaire survey methodology. The paper provides practical recommendations for companies and consumers to help them develop a socially responsible marketing strategy and create a socially responsible consumer. The conclusions of the thesis reveal close links between socially responsible behaviour, purchasing behaviour, loyalty and social responsibility performance, highlighting that socially responsible behaviour builds loyalty and responsible purchasing behaviour. The thesis consists of 3 parts: introduction, theoretical links between marketing management and social responsibility, research methodology of marketing management in shaping consumers' social responsibility, results of the research on marketing management in shaping consumers' social responsibility, conclusions and recommendations, and a list of references. The size of the thesis is 70 pages of text without appendices, 8 illustrations, 20 tables, 122 bibliographic sources. Annexes are attached separately. |
