Murat
Corporate Social Responsibility | CSR Effect on Consumption | | Submitted by Murat Sapci |
background
Corporate social responsibility has increasingly become an important concept in public policies, corporate communication and overall corporate strategy, which have used various conceptual framework to examine consumer demand and behaviors for CSR (Valor, 2008). However there is still a wide gap between positive attitudes toward social responsibility and consumer actual purchase behaviors. Opinion surveys reveal that there is a growing interest of consumers in the use of socially responsible technologies by companies (Doane, 2001). According to MORI (2000), 70 per cent of European consumers declare that they are willing to pay more for a product.
Beko Built in Oven
The product that will be focused is a Beko branded built in oven which I have purchased six months ago. The oven is A-20% energy rated oven which consumes 20 less electricity than similar models in the market. The company that produces the oven is Arcelik A.S Founded in 1955, Arçelik A.S operates in consumer durables and consumer electronics sectors with its production, marketing and after-sales services. Arçelik belongs to the largest conglomerate in Turkey, Koç Group, which is existent in four core industries - energy, automotive, consumer durables, finance – and listed as the only Turkish company in “Fortune Global 500” list. (247th place in the 2010 rankings). Companies vision is “Respect the globe and respected Globally” self explains organization view on sustainability and social responsibility strategies. Acting with the responsibility of a global citizen, Arçelik has integrated its sustainability strategy with its business objectives while 95% of all the GHG (Greenhouse Gas)emissions that emerge within the life cycle of the products occur during their use, the recycling processes in supply, production, logistics and product have a share of 5%. This is why developing products with
background
Corporate social responsibility has increasingly become an important concept in public policies, corporate communication and overall corporate strategy, which have used various conceptual framework to examine consumer demand and behaviors for CSR (Valor, 2008). However there is still a wide gap between positive attitudes toward social responsibility and consumer actual purchase behaviors. Opinion surveys reveal that there is a growing interest of consumers in the use of socially responsible technologies by companies (Doane, 2001). According to MORI (2000), 70 per cent of European consumers declare that they are willing to pay more for a product.
Beko Built in Oven
The product that will be focused is a Beko branded built in oven which I have purchased six months ago. The oven is A-20% energy rated oven which consumes 20 less electricity than similar models in the market. The company that produces the oven is Arcelik A.S Founded in 1955, Arçelik A.S operates in consumer durables and consumer electronics sectors with its production, marketing and after-sales services. Arçelik belongs to the largest conglomerate in Turkey, Koç Group, which is existent in four core industries - energy, automotive, consumer durables, finance – and listed as the only Turkish company in “Fortune Global 500” list. (247th place in the 2010 rankings). Companies vision is “Respect the globe and respected Globally” self explains organization view on sustainability and social responsibility strategies. Acting with the responsibility of a global citizen, Arçelik has integrated its sustainability strategy with its business objectives while 95% of all the GHG (Greenhouse Gas)emissions that emerge within the life cycle of the products occur during their use, the recycling processes in supply, production, logistics and product have a share of 5%. This is why developing products with
References: Becker, G.S. (1974), "A Theory of Social Interactions", Journal of Political Economy Bénabou, R. and J. Tirole (2010), "Individual and corporate social responsibility" Arcelik A.S Annual Report (2010)