Review article
Influence of socially responsible business practice of Podravka d.d. on consumers in Koprivnica-Križevci county
Manuel Mađerić
Saša Petar
orcid.org/0000-0001-5142-1508
; University North, Koprivnica, Croatia
Krešimir Buntak
orcid.org/0000-0002-2209-690X
; University North, Koprivnica, Croatia
Abstract
Application of socially responsible business practice is increasingly popular and it has become a contemporary business practice applied by an increasing number of companies. It can be stated that socially responsible business practice is widespread in the world an in our country as well. Implementation of socially responsible practice is becoming increasingly significant in achieving competitiveness and efficient business activity of contemporary companies. The companies have realized that being socially responsible is important for their image, and this is also the best way to contribute to society. Most consumers believe more in companies that are socially useful. This research aims at establishing the extent of importance of socially responsible business activity, i.e. it aims at determining whether socially responsible business activity of the company Podravka d.d. affects consumer behaviour in Koprivnica-Križevci County. The most important part of this paper is related to the influence of the company Podravka d.d. on local community where it administers its business activity, i.e. on Koprivnica-Križevci County. Podravka d. d. is the main stakeholder of economic development of the local community, as well as political and demographic development of that area. Trough its socially responsible business activity and numerous humanitarian projects and sponsorships it implemented and supported, Podravka proved its importance for the people and region where it administers its business activity.
Keywords
socially responsible business; consumers; companies; Koprivnica-Križevci County
Hrčak ID:
221643
URI
Publication date:
3.12.2018.
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