Abstract:

This study intends to investigate whether corporate social responsibility (CSR) would positively influence the benefit and the value perceived by the consumer in the department stores offer in a context where the socially responsible company practices are used on a sample of department stores in the Czech Republic. The use of corporate social initiatives to influence consumers and differentiate product offering has become quite common. No longer can firms continue to act as independent entities regardless of the interest of the general public. We also examined forms of cooperation between the selected department stores and non-profit organizations. The aim of the research is to find out how to support non-profit organizations perceived by customers of the companies. This paper tries to find out the gap between the expectations and perceptions of the consumers about the department stores regarding their social responsibility and their cooperation with non-government organisations. This paper also helps companies in understanding the expectations of consumers about corporate social responsibility.