SOCIAL RESPONSIBILITY OF THE RETAIL CHAINS. CASE STUDY:THE COLLABORATION OF KAUFLAND AND LIDL WITH CARITASOF THE ARCHDIOCESE OF ZAGREB
; University Department of Croatian Studies, University of Zagreb, Zagreb
Dražen Maleš orcid.org/0000-0001-6595-6714 ; University Department of Croatian Studies, University of Zagreb, Zagreb
Danijel Labaš orcid.org/0000-0002-2339-6277 ; University Department of Croatian Studies, University of Zagreb, Zagreb
Social responsibility is strategic business segment of each organization. It is known that the implementation
of the socially responsible behavior often results in increased organizational competitiveness
and builds up a positive and sustainable reputation on the market as well. Retail chains in
Croatia, which attempt to apply socially responsible behavior at all levels of corporate life, are no exception.
Therefore, the aim of this paper is to give an overview and analysis of the socially responsible
projects that Kaufland and Lidl carried out in cooperation with Caritas of the Archdiocese of Zagreb.
Using in-depth interview method with the key actors of the retailors above mentioned, the number
of such projects implemented is evaluated, their purpose and their impact, their effect on the climate
within the organization and its corporate culture, and why these retail chains decided to cooperate
precisely with the charitable institution of the Church in the Republic of Croatia. Additionally, for the
purpose of this paper, public opinion poll was conducted on how much socially responsible projects
of the supermarket chains affect consumers’ consciousness to spend their money in chains which
foster special sensitivity to socially responsible projects. Key research findings have shown that most
respondents are familiar with the concept of socially responsible business. Also, young consumers are
more likely to spend their money in retail chains that adopt socially responsible business. Likewise,
survey respondents believe that the media do not pay enough attention to such socially responsible
projects, while on the other hand they have shown a certain reticence to the motives and incentives of
retail chains to apply such business concept.
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