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V zadnjem desetletju je družbena odgovornost postala pomemben element za delovanje družbe, v kateri živimo. Med drugim se je njena vloga povečala tudi na področju trženja in blagovnih znamk. Zato me je v diplomski nalogi zanimalo, kako dejstvo, da je določena blagovna znamka družbeno odgovorna, vpliva na obnašanje potrošnika. Pri tem sem poskušala predvsem ugotoviti vplive na stališča potrošnikov do družbene odgovornosti in ali nato stališča vplivajo na nakupno namero posameznika. Empirični del sem zasnovala na kvalitativni raziskavi na vzorcu slovenskih potrošnikov, kjer so rezultati pokazali pozitivno povezanost postavljenih spremenljivk. Rezultati so pričakovano pokazali, da večja, kot bodo pričakovanja do družbene odgovornosti blagovne znamke, boljša bodo tudi stališča. Prav tako imajo tudi družbeni vplivi na podlagi pridobljenih rezultatov pozitiven vpliv na stališča potrošnikov. Nenazadnje pa se je izkazalo tudi, da bolj kot bodo stališča do družbeno odgovornih znamk močna, večja bo tudi nakupna namera. Po drugi strani pa ni bilo mogoče potrditi pozitivnega vpliva pričakovanj na nakupno namero. Analiza podatkov je namreč pokazala, da pričakovanja direktno nimajo neposrednega vpliva na nakupno namero, lahko pa med njima, kot mediator, posredujejo stališča. Over the last decade, social responsibility has become an important element in the functioning of the society in which we live. In addition, its role has also increased significantly in the areas of marketing and branding. Therefore, in my thesis, I was interested in how the fact that a particular brand is socially responsible affects consumer behavior. In doing so, I mainly tried to determine the influences on consumer's attitudes towards social responsibility and whether attitudes affect an individual’s purchase intention. I based the empirical part on qualitative research from a sample of Slovenian consumers, where the results indicated a positive relationship between the set variables. The results showed that the higher the expectations for brand social responsibility is, the better the attitudes will be. Based on the results obtained, social influences also have a positive impact on consumer attitudes. Last but not least, the attitudes are the ones that affect the purchase intention. On the other hand, it was not possible to confirm the positive impact of expectations on the purchase intention. The analysis of the data showed that expectations do not have a direct impact on the purchase intention, however, attitudes can act as a mediator between them. |
