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Influence of a Company’s Social Initiatives on the Consumer Attitude towards It. Results of Experimental Research

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Author(s): Marek Pawlak | Grzegorz Zasuwa

Journal: Contemporary Economics
ISSN 2084-0845

Volume: 5;
Issue: 2;
Start page: 1;
Date: 2011;
Original page

ABSTRACT
This article constitutes an attempt to answer the question whether social initiatives undertaken by a company influence the consumer attitude towards it. The afore-mentioned aim has been achieved by presenting the results of experimental research. Six scenarios of social initiatives undertaken by a food sector company were used in the research. Research work was conducted using a sample of real consumers. It was shown that information about undertaking a single social initiative by a company does not lead to a more favourable consumer attitude towards it. The results obtained show that when undertaking a social programme, which is not consistent with the company’s actions to date, the attitude towards it can even become worse.
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