How companies' COVID-19 related CSR (Corporate Social Responsibility) actions influence consumer attitudes and intentions

Abstract

Over the past year humanity faces one of the biggest sanitary crisis in the modern world. The pandemic has altered how we work, learn, and interact as social distancing guidelines have led to a more virtual existence, both personally and professionally. Generally, it is safe to say that all the aspects of people’s lives have been influenced by this tremendous virus. What is interesting to explore is what measures and actions the big companies in the context of Corporate Social Responsibility are taking in order to “reliveve” the society and to provide for the general good. Also, it is really important to identify how these actions are perceived and how they influence society. This dissertation covered these aspects and will highlight the most important factors. For the fulfillment of this dissertation a quantitative research was conducted via online questionnaires and the participants were 313 people. This thesis is the first study conducted to investigate the impact of CSR Covid related actions in consumer behavior. The findings demonstrate that CSR measures in the context of Covid—19 do influence consumer perception and behavior upon brands. In general, almost all the goals and hypotheses set out for this thesis were answered and more additional analyses were carried out in order to get a good overall picture of the subject. Various analysis were performed in order to extract answers, such as regression analysis, descriptive statistics, Anova. By analyzing the results it is identified that CSR Covid related actions do influence the consumers perception and they do influenced their purchase intentions. What is particularly suggested is to be taken into consideration that actions and measures in the context of CSR and especially in the context of Covid 19 influence in a positive way consumers behavior and this perception leads to purchase. Companies’ marketing activities should invest in CSR policy in Covid era in order to increase sales and to cultivate a good reputation around their names.

Η εργασία αφορά τον εντοπισμό της επιρροής που είχαν οι πράξεις κοινωνικής εταιρικής ευθύνης των εταιρειών στους καταναλωτές και σε τι βαθμό.