Is Corporate Social Responsibility Considered a Marketing Tool? Case Study from Customers' Point of View in the...

The paper aims at the question of using Corporate Social Responsibility (CSR) activities as a marketing tool from the customers' perspective in the Slovak food market. Five research questions and hypotheses were set to reach the given aim. The research was based on a questionnaire survey with 1254 respondents. The frequency and contingency tables were used to evaluate the obtained data, one sample proportion Z test, Pearson Chi-square test, and Spearman's rank correlation coefficient. Based on the results, although the customers are familiar with CSR, many respondents need to learn more about these activities. CSR activities must be more actively applied and communicated by the food companies. In most cases, Slovak customers perceive the sustainability of food companies and their CSR activities as a marketing communication tool that can build a positive image of the company. At the threshold of the 3rd millennium, CSR is also connected with rationality and irrationality in creating preferences in consumer shopping behavior. While the way that food is produced can be changed through regulation, the communication of CSR and sustainability activities are major drivers for the development of food companies. Trustworthiness is one of the key factors, and customers play a key role in this direction. The solved issue has a huge impact on the success of the food companies in the market, and, therefore, it would be suitable to pay attention to this issue and conduct similar research in other E.U. countries and on their food companies.