The aim of the work is to compare the shopping conditions for socially responsible consumer in the Czech Republic and Germany and at the same time the attitude of the consumers to this issue in the given countries. In the theoretical part of the work the concept of CSR is defined first followed by the concept of customer social responsibility. In the practical part there are described shopping conditions for socially responsible customer based on research in supermarkets in both countries. At the end of the work the results of the questionaires are sumed up.

As one of the most traded commodities worldwide and a staple in most Westerner’s diets, coffee has long suffered from a controversial reputation on the basis of unsustainable practices pertaining to flora, fauna, and humans. The new specialty coffee movement, which also purports itself to be actively engaging with and promoting more pro-environmental values, and the interlinkage with its unique customer base are the focus of this research. This thesis seeks to analyze whether said consumers represent a niche of ethical consumerism, which would reflect back on the movement as whole as an advocate of the human rights tradition. Through the use of attitude surveys, it was found that there is a significant part of the consumer base considerably involved with sustainability issues. This, however, does not apply to all of the sample group.

Företags samhällsansvar (Corporate Social Responsibility, CSR) är ett väl debatterat begrepp som uppmärksammats allt mer i bland annat media, men även av företag. Däremot är begreppet konsumenters samhällsansvar inte lika uppmärksammat trots att det finns en interaktion mellan konsumenters- och företags samhällsansvar. Forskare framhåller att det finns bristfälligt med teorier om konsumenters samhällsansvar samt att definitionen är viktig för att fortsätta driva CSR-debatten, vilket gör ämnet relevant att studera. Studien syfte är att med utgångspunkt i samhällsansvarsmodeller på företagsnivå, utveckla en definition och en tentativ samhällsansvarsmodell på konsumentnivå. Slutsatsen baseras på en kvalitativ undersökning utifrån 15 intervjuer samt teorier som behandlar definitioner och modeller om samhällsansvar. De ansvarsområden som identifierats och illustreras i KSA-modellen, konsumentens samhällsansvarsmodell, är det legala ansvaret som är tvingande och de två frivilliga områdena socialt ansvar och miljöansvar. Dessa tre områden består av en etisk grund och ett hållbart tidsperspektiv. Det sociala ansvaret och miljöansvaret består även av två underkategorier, ekonomi som visar förutsättningarna för att ta samhällsansvar och filantropi som visar på hur de två ansvarsområdena kan tas. De ansvarsområden som illustreras i KSA-modellen har framtagits med hjälp av konsumenters faktorer och motiv till att ta samhällsansvar. De faktorer som har identifierats är kunskapsfaktorn, hälsofaktorn, omsorgsfaktorn, tvingande faktorn, ”ta-ställningsfaktorn”, certifieringsfaktorn, självkänslofaktorn, empatifaktorn och inkomstfaktorn. / Corporate Social Responsibility, CSR, is a concept that is gaining more attention in the media as well as by companies. However, the consumer social responsibility has not gained the same attention, even though there exists an interaction between the corporate social responsibility and the consumer social responsibility. Researchers emphasize that there is a shortage of theories on consumer social responsibility, and that there is a need for a definition to drive the CSR debate. The purpose of this thesis report is to define such a definition as well as define a tentative social responsibility model on a consumer level, based on models for social responsibility on a corporate level. The conclusion is based on 15 interviews as well as theories, definitions and models of social responsibility. The areas of responsibilities that have been identified and that are illustrated by our CNSR (consumer social responsibility) model are the enforcing legal responsibility and the two voluntary social responsibility and environmental responsibility. These three areas of responsibility consist of an ethical foundation as well as dimension of sustainability. The social and environmental responsibilities further consist of an economical aspect that show the conditions to take responsibility and philanthropic aspect that show how these responsibilities can be taken. The areas of responsibility in the KSA model have been derived from consumer factors and motives for taking a social responsibility. The factors that have been identified are knowledge factor, health factor, care factor, enforcement factor, "take-a-stand"-factor, certification factor, self-esteem factor, empathy factor and income factor.

A proliferation of social movements and a large group of young, politically active individuals have pushed corporate firms to pay more attention to increase resource allocation to corporate social responsibility. As of now, corporate social responsibility refers to a wide definition of general efforts made by firms to support society through social impacts. A review of current literature on corporate social responsibility reveals a gap in the way the quality is calculated as well as does not take into account the influence of social movements in the past couple of years. This paper assesses the specific social and political justice positions that firms have taken and whether these positions have had an effect on financial performance given the more actively conscious consumer base. Tobin’s Q is used to quantify these effects and show that positive corporate social responsibility increases financial performance, supporting the hypothesis, while negative corporate social responsibility does not significantly affect financial performance. Future research recommends a closer look at the industry differences in the subject as well as a clearer definition of the variance between the different issues that constitute corporate social responsibility.

Made available in DSpace on 2015-04-16T14:48:34Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 2855964 bytes, checksum: c2e612db725aa4913cd505caffff3ad9 (MD5) Previous issue date: 2011-02-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This study is focused on the ethical behavior of consumers in a broad perspective and under the expression Consumer Social Responsibility. This perspective, in the point of view of the marketing exchange system, has been neglected in academic research, since most such studies are dedicated to understand the offerer of the ex-change. The research is justified to the extent that the consumer is considered as one of the major agents of exchange system, with a potential of triggering unethical behavior that may disrupt the exchange system. It was developed a literature review addressing initially the subject ethics, from a macro point of view (as the general grounds of ethics) until issues in a micro sphere (emphasizing ethics applied in the context of marketing, the focus of our study). In addition, a theoretical construct about the Social Responsibility of the Consumer was conducted in order to understand how it was designed and operated by several authors over time. This process culminated in a reinterpretation of the construct through the integration of four dimensions de-fined (altruistic behavior, environmentally sustainable behavior, activist behavior and honest/ethical behavior). To enable the measurement of this construct, knowledge of the theory of scale development and of statistical procedures were applied to pro-pose the Consumer Social Responsibility Scale (ConSR Scale). The development of this scale of measurement required two data collections, the first with 202 students and just for the purpose of purifying the scale pool of items, and the second with 286 general consumers, with part of the data collected in two different Brazilian states, and part in the online version). The second sample had confirmatory purposes and allowed the consolidation of ConSR Scale in terms of reliability and validity. Addition-ally, the subject software piracy was studied and used as the empirical context for the first test of ConSR Scale, what required its inclusion as a topic in the literature re-view. Overall, the results indicated that the consumer social responsibility has very little influence, both in intention and practice of software piracy, and being honest be-havior dimension was the only one that presented statistically significantly influence. The theoretical and practical implications of research results were presented at and of the study, as well as limitations and recommendations for further research involv-ing the subjects here analyzed. / Esta dissertação tem como tema central o comportamento ético do consumidor em sua perspectiva ampliada, tratada sob o termo Responsabilidade Social do Consu-midor. Esta perspectiva, do ponto de vista do sistema de troca em marketing, tem sido negligenciada nas pesquisas acadêmicas, uma vez que em sua maioria tais estudos se dedicam ao lado do ofertante. A pesquisa se justifica na medida em que considera o consumidor, enquanto um dos agentes principais do sistema de troca, como um potencial desencadeador de comportamentos antiéticos que pode desequi-librar o sistema de trocas. O objetivo foi analisar as formas de descrição, mensura-ção e avaliação do comportamento ético do consumidor quanto à sua responsabili-dade no consumo de software pirata. Foi desenvolvida uma revisão de literatura abordando inicialmente o tema ética, tanto de um ponto de vista macro (como fun-damentos gerais da ética) até questões em uma esfera micro (enfatizando a ética aplicada no contexto de marketing, foco do nosso estudo); além disso, um aprofun-damento teórico a respeito do construto Responsabilidade Social do Consumidor foi realizado, a fim de entender como foi concebido e operacionalizado pelos diversos autores ao longo do tempo. Este processo culminou em uma proposta de reinterpre-tação do fenômeno a partir da integração das quatro dimensões delimitadas (com-portamento altruísta, comportamento ambientalmente sustentável, comportamento ativista ou engajado e comportamento ético ou honesto). Para viabilizar a mensura-ção deste construto, foram aplicados conhecimentos da teoria de construção de es-calas e procedimentos estatísticos apropriados na elaboração da Escala de Respon-sabilidade Social do Consumidor (RSCons). O desenvolvimento da escala de men-suração exigiu duas coletas de dados, sendo a primeira para fins exploratórios de limpeza da escala realizada com 202 estudantes universitários, e a segunda amostra composta por 286 consumidores, com aplicação em dois estados brasileiros e pela internet. A segunda amostragem teve fins confirmatórios e permitiu a consolidação a escala de RSCons em termos de validade e confiabilidade. Em complemento, foi abordado o tema pirataria de software para efeito de análise da escala de RSCOns, o que exigiu sua inclusão como um tópico na revisão de literatura. De maneira geral, os resultados indicam que a responsabilidade social do consumidor influencia muito pouco o comportamento de pirataria, tanto na intenção quanto na prática, sendo comportamento ético ou honesto do consumidor a única dimensão que influencia de forma estatisticamente significativa. As implicações teóricas e práticas dos resulta-dos pesquisa são apresentadas ao final do estudo, bem como limitações e reco-mendações para outras pesquisas envolvendo os temas em questão.