CSR Activities of Retail Chains Operating in Poland

Dynamic processes taking place in the modern economy cause significant changes in the functioning of retail trade enterprises. Firms are under pressure from internal and external actors to meet the rapidly changing expectations of their social responsibility. Pressure from the environment, company values, as well as personal values and beliefs of managers play a significant role in firms’ involvement in CSR activities. The development of social responsibility of retail chains in Poland is related to the rapid expansion of foreign enterprises on the Polish market, which started at the end of the 1990s. Gradually, new store formats began to emerge, and the growing competition was introduced by practices and rules of conduct adopted by foreign retail chains toward consumers, as well as local communities and suppliers. Literature shows that retailers’ CSR activities focus on four main areas: environment, supply chain, employees, and society. However, these activities occur with different intensity in each of the areas mentioned. Since retailers are closer to consumers, they know their needs and can use retail-level marketing tools that respond to local preferences for ethical and responsible business approaches. The purpose of this article is to identify the intensity of CSR activities undertaken by retail chains operating in Poland in areas selected on the basis of literature, as well as to indicate significant differences in these activities between a group of retail chains with only Polish capital and a group of retail chains with foreign capital. Primary data was collected in 2016 using the CATI method on a sample of 259 medium and large retail chains operating in Poland.