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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

Author

Listed:
  • Dita Hommerová

    (Department of Marketing, Trade and Services, Faculty of Economics, University of West Bohemia, Univerzitní 8, 306 14 Pilsen, Czech Republic)

  • Karel Šrédl

    (Department of Economic Theories, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 00 Prague, Czech Republic)

  • Lucie Vrbková

    (Department of Marketing, Trade and Services, Faculty of Economics, University of West Bohemia, Univerzitní 8, 306 14 Pilsen, Czech Republic)

  • Roman Svoboda

    (Department of Economic Theories, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 00 Prague, Czech Republic)

Abstract

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.

Suggested Citation

  • Dita Hommerová & Karel Šrédl & Lucie Vrbková & Roman Svoboda, 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, MDPI, vol. 12(20), pages 1-17, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:20:p:8627-:d:430791
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    References listed on IDEAS

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    1. Benedict Sheehy, 2015. "Defining CSR: Problems and Solutions," Journal of Business Ethics, Springer, vol. 131(3), pages 625-648, October.
    2. Öberseder, Magdalena & Schlegelmilch, Bodo B. & Murphy, Patrick E., 2013. "CSR practices and consumer perceptions," Journal of Business Research, Elsevier, vol. 66(10), pages 1839-1851.
    3. Minseong Kim & Svetlana Stepchenkova, 2020. "Corporate social responsibility authenticity from the perspective of restaurant consumers," The Service Industries Journal, Taylor & Francis Journals, vol. 40(15-16), pages 1140-1166, December.
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    Cited by:

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    2. Jelena Titko & Anna Svirina & Tatjana Tambovceva & Viktorija Skvarciany, 2021. "Differences in Attitude to Corporate Social Responsibility among Generations," Sustainability, MDPI, vol. 13(19), pages 1-12, October.
    3. Wilert Puriwat & Suchart Tripopsakul, 2023. "Sustainability Matters: Unravelling the Power of ESG in Fostering Brand Love and Loyalty across Generations and Product Involvements," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    4. Joanna Sawicka & Elżbieta Marcinkowska, 2023. "Environmental CSR and the Purchase Declarations of Generation Z Consumers," Sustainability, MDPI, vol. 15(17), pages 1-14, August.
    5. Joanna Sawicka & Elżbieta Marcinkowska, 2022. "The Effect of CSR Environmental Initiatives on Purchase Decisions—A Cross-Regional Study in Poland and Ukraine," Sustainability, MDPI, vol. 14(5), pages 1-18, February.

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