Regional Formation and Development Studies

This paper examines what benefits business can achieve by implementing corporate social responsibility reports in its activities.There are also analyzed the evolution of CSR reporting, systemized theoretical aspects of CSR reporting in marketing field. Thearticle emphasized that then satisfying stakeholders’ expectations, needs, and informing them of the action taken to meet these expectations,the organization have greater success of the business, i.e. stability and profitability. Literary analysis showed that CSRreporting is becoming the main tool of linking different holistic marketing programs.

The purpose of the article is to identify the key factors influencing socially responsible consumption and the reasons why consumers do not choose products of socially responsible companies. The article highlights two dimensions of socially responsible consumption: environmental dimension (avoidance to buy products that have a negative impact on the environment) and public dimension (avoidance to buy product of companies who have a negative impact on the welfare of the public). Consumer decisions when purchasing goods are more selfish than justified in the public interest. This is why socially responsible consumption is motivated when users see the benefits for themselves. Users almost always give priority to products with better functional features.An analysis of the literature proves that corporate social responsibility (CSR) is not the dominant criteria in making purchase decisions of consumers. CSR is less important than the other purchase criteria such as price, quality, reliability, customer service, product warranty period, etc. The main reasons, which restrict socially responsible consumption are misconception of consumers, the perception that they have not much power to solve global problems, as well as lack of income, education and information about socially responsible consumption.

The paperwork provides formulas for measuring value (created through CSR) gained by company, its partners (members of VCC) and employees. As far as expert survey confirmed, customers gained value generally might be evaluated by more favourable purchase decision and justification of higher price. Therefore it is suggested to pay main attention on customer’s gained use value – the value which is expressed through more favourable purchase decision and justification of higher price is already calculated as value gained by company.

Nowadays, managing co-creation has become an important topic among practitioners and researchers, but there has been little research on addressing and managing the challenges faced by the complexity of co-creation. The paper argues that co-creation should also be understood as a complex, dynamic phenomenon. The purpose of the paper is to summarise and classify extant research into co-creation. The paper reviews complexity as a new way of understanding co-creation processes for corporate social responsibility in business. A review of the literature has established that corporate social responsibility, along with the complexity of co-creation, can produce successful results for businesses.