Consumer Perceptions of Education-Based Corporate Social Responsibility Campaigns

Article Information
Journal: Business and Economics Research Journal
Title of Article: Consumer Perceptions of Education-Based Corporate Social Responsibility Campaigns
Author(s): Berrin Onaran, Ahmet Uyar, Ali Avan
Volume: 4
Number: 3
Year: 2013
Page: 131-157
ISSN: 1309-2448

The main purpose of this study is to evaluate education supported corporate social responsibility campaigns from customers’ point of view. Within this scope, corporate social responsibility notion has been explained and especially education based social responsibility campaigns have been evaluated. The population of the study was constituted from the undergraduate students which study in Afyon Kocatepe University. The survey implementation was conducted through 451 participants, which is above the threshold (limit) value of the sample determined in the research, which was n=384. Data obtained in the research were analyzed by using frequency-percentage distribution, arithmetical average and standard deviation values. By using varimax rotation and principal components method, confirming factor analysis was applied in order to determine the representation level of expressions about considerations aimed at social responsibility campaigns supporting education. For statistical comparison of participants’ opinions and their demographic characteristics, independent measurements “t-test” and “Analysis of Variance (ANOVA)” were used. According to the results, customers thought that socially responsible firms’ basic aims are to gain new customers and to enhance their image. However, consumers tend to support these attempts anyhow.

Keywords: Social Marketing, Corporate Social Responsibility, Corporate Social Performance, Consumer Behavior.

JEL Classification: M14, M31 Full Text