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Impact of the Company's Adherence to CSR on Consumer Behavior on Different National Markets in Oil Industry: the Case of Shell in the Netherlands and Russia

Student: Maria Kryuchkova

Supervisor: Olga A. Melitonyan

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

The following master thesis evaluates the impact that the company’s adherence to CSR have on the consumer behavior taking into account cultural differences of Russia and the Netherlands. The main goal of the work is to identify how companies’ adherence to CSR can impact the consumer and to learn whether there are any differences according to the cultural aspect in consumers’ response. As a part of the research case study of Shell’s adherence to CSR and survey for the consumers-people were implemented. In accordance to the primary data the impact on consumer choice was analyzed. This research topic is considered to be relevant as more and more companies introduce CSR policies in their business. Moreover, governments of several countries encourage local firms to be compliant with the standards of responsible business. Therefore, it is crucial for a company to know whether these initiatives help it to influence consumer’s choice and as a result gain more profit.

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