Abstract:

Not only companies but also consumers are increasingly trying to minimise the negative impacts of their consumption. Accordingly, factors such as sustainability and social responsibility play an increasingly important role in consumers' purchasing decisions. Therefore, the influence of environmental and social responsibility of companies on the purchasing decisions of consumers should be analysed. An online survey among consumers in the USA (n=148) was conducted and statistically analysed. The results of the survey show that for the majority of consumers, the performance and price of a product or service is the most important factor in their purchasing decisions. However, more than half of the survey respondents are concerned about the sustainability, environmental and social responsibility of companies in their purchasing decisions. Consumers seem to be more aware of product-related CSR activities than of CSR activities related to services.

Interestingly, the answers do not differ significantly by age, gender or household income level. The implication is that for consumers, aspects such as environmental and corporate social responsibility are essential factors in purchasing decisions, but in their absence, they are not an exclusion criterion. Besides, companies need to communicate CSR activities in the context of services to a greater extent, as consumers hardly notice them today. Further research on the influence of CSR activities on purchasing decisions and their communication needs to be further investigated.