Next Article in Journal
Interdisciplinary Cooperative Educational Approaches to Foster Knowledge and Competences for Sustainable Development
Next Article in Special Issue
Creating Shared Values by Integrating UN Sustainable Development Goals in Corporate Communication—The Case of Apparel Retail
Previous Article in Journal
Stakeholder Mapping to Co-Create Nature-Based Solutions: Who Is on Board?
Previous Article in Special Issue
The Role of Environmental, Social, and Governance Disclosure in Financial Transparency
Open AccessArticle

The Perception of CSR Activities in a Selected Segment of McDonald’s Customers in the Czech Republic and Its Effect on Their Purchasing Behavior—A Case Study

1
Department of Marketing, Trade and Services, Faculty of Economics, University of West Bohemia, Univerzitní 8, 306 14 Pilsen, Czech Republic
2
Department of Economic Theories, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 00 Prague, Czech Republic
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(20), 8627; https://doi.org/10.3390/su12208627
Received: 8 September 2020 / Revised: 15 October 2020 / Accepted: 15 October 2020 / Published: 18 October 2020
(This article belongs to the Special Issue Corporate Social Responsibility (CSR) and CSR Reporting)
This case study presents the results of research which focused on the perception of corporate social responsibility (CSR) activities by customers in a target segment of a selected fast-food chain in Czechia and its impact on their purchasing behavior. A total of 264 duly completed questionnaires were analyzed. Furthermore, the article presents the specifics of the development and fulfillment of the CSR concept in Czechia and at the same time points out differences in the implementation of the McDonald’s CSR concept at the global level compared to its implementation at the national level in the Czech environment. Statistical dependence between age as well as education and understanding the essence of CSR was proven, while no correlation was identified when it comes to gender. Among factors affecting the purchasing decision-making process in the target segment of a selected company, CSR activities (i.e., the environmental mindset of the company) rank fourth after price, quality, and recommendations from friends. The results of this research can be applied to other restaurant establishments in Czechia, taking into consideration their target segments, and used for further research into the awareness and effect of CSR on consumer purchasing behavior and its comparison at the international level. View Full-Text
Keywords: CSR; customer; Czechia; McDonald’s; purchasing behavior; restaurant CSR; customer; Czechia; McDonald’s; purchasing behavior; restaurant
MDPI and ACS Style

Hommerová, D.; Šrédl, K.; Vrbková, L.; Svoboda, R. The Perception of CSR Activities in a Selected Segment of McDonald’s Customers in the Czech Republic and Its Effect on Their Purchasing Behavior—A Case Study. Sustainability 2020, 12, 8627. https://doi.org/10.3390/su12208627

AMA Style

Hommerová D, Šrédl K, Vrbková L, Svoboda R. The Perception of CSR Activities in a Selected Segment of McDonald’s Customers in the Czech Republic and Its Effect on Their Purchasing Behavior—A Case Study. Sustainability. 2020; 12(20):8627. https://doi.org/10.3390/su12208627

Chicago/Turabian Style

Hommerová, Dita; Šrédl, Karel; Vrbková, Lucie; Svoboda, Roman. 2020. "The Perception of CSR Activities in a Selected Segment of McDonald’s Customers in the Czech Republic and Its Effect on Their Purchasing Behavior—A Case Study" Sustainability 12, no. 20: 8627. https://doi.org/10.3390/su12208627

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop