What is it about?

The focus was on consumers’ opinions of benefits and attitudes which motivate companies to act in a socially responsible way. Analysis resulted in a division of CSR motives into two main clusters: cluster I—stakeholder and value‐driven motives, and cluster II—egoistic motives, performance, and market‐driven motives. The division obviously concerned motives which were the socialist legacy (endogenous motives in cluster I), and motives imported from open market economies (exogenous motives in cluster II). Consumers’ perceptions are significantly different for endogenous and exogenous CSR motives.

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Why is it important?

There are differences among motives and groups of motives for CSR activities regarding the consumers’ perception of the extent to which they motivate companies to be involved in CSR activites. The perception of motives underlying companies’ CSR activities are grouped in four clusters grouping motives with similar background: (1) motives oriented to the prosperity of the company; (2) motives oriented to stakeholders and society in general (3) motives related to publicity and trends and (4) motives related to financial benefits and satisfaction of authorities expectations. Consumers’ purchase decisions are in a statistically significant positive correlation with attribution of endogenous, value, and stakeholders’ needs‐driven motives.


Writing this article was a great pleasure as it has co-authors with whom I have had long standing collaborations. This article and the data obtained for Serbia, as a post socialist country, also allow further exploration of the existence of consumer segmentation regarding their perception of CSR motives.

Ljiljana Z Miletić
Univerzitet EDUCONS

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This page is a summary of: Consumers’ perception of CSR motives in a post-socialist society: The case of Serbia, Business Ethics A European Review, February 2020, Wiley, DOI: 10.1111/beer.12271.
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