Attitudes Of University Students Towards Socially Responsible Marketing In The Social Pillar From Selected V4 Countries

Abstract

The presented paper focuses on the theoretical level of approaching socially responsible marketing, cultural differences according to the theory of prof. Hofsteder and the Vyšehrad Group (V4 countries). In the practical part, on a research group of university students from three V4 countries, using a questionnaire, it reveals the attitudes of this group of consumers towards the socially responsible marketing of a selected multinational company in the social pillar. The social pillar in socially responsible marketing is represented in the research by the individual activities of the multinational company practiced on the markets in individual countries. To evaluate the results, we use several statistical methods such as ANOVA and others. We then link the results of attitudes towards socially responsible marketing with cultural differences that can influence these attitudes. The article deals with an issue that has not yet been investigated in our conditions, which we consider to be its greatest strength.