Exploring the Positive Impact of Implementing CSR Practices - Consumer Perspective :  A Case Study of Coca-Cola Turkey

Abstract:

As a growing number of corporations today show concern to sustainable development and financial performance indicators, corporate social responsibility (CSR) is no longer viewed as an upsetting burden or merely a tactic to improve corporate brand image. While studies on various impacts of CSR are prevalent in both academia and business world, few scholars and practitioners chose to look into this issue from a consumer perspective.

Corporations are encouraged to engage in CSR on a wide range of areas. However, there is a definitional confusion surrounding CSR, which is a potential problem for companies in terms of making socially conscious investing decisions. This study aims to describe CSR concepts from clear and unbiased perspective. Thereby, it will help corporations to determine CSR types which is relevant with their business strategies.

The purpose of this thesis is to learn about how a firm?s active CSR program can contribute to the business development. In order to attain its purpose the thesis at hand looks through different elements namely: what constitutes corporate social responsibility, stakeholder theory , the firm understanding of CSR, the types of benefits consumers receive from a firm?s CSR program, the assessment of a firm CSR program, the distinction between strategic CSR and non strategic CSR. The answers relating to the all the points mentioned above were found in literature review were tested and analyzed against the empirical findings of the thesis.