Social Corporate Responsibility as a Determinant of Consumer Choice

This research provides a holistic overview of the concept of corporate social responsibility (CSR). CSR is defined as an activity of a company, entailing different types of marketing strategies which aim at supporting various events, charities and other social activities. Moreover, this study includes a detailed definition of CSR, as well as its types. CSR includes a large number of different kinds of activities. For this reason, only the most relevant and suitable activities for this study will be in the focus of this research. In this research, a consolidated overview of consumers’ behavior and expectations is offered in regard to CSR based on academic literature, articles, and commercial survey results. This research examines the claim that CSR has got a positive influence on consumers’ choice, which includes many determinants such as quality, price, country of origin, etc. For this purpose, an online social network survey was conducted among people living in Russia.