| Abstract [eng] |
The main purpose of this master thesis is to identify the relationship between social business sustainability and consumer purchase desicion by analysing three different sustainability dimension meausurement and cosumer‘s inclination to have a positive attitude towards sustainability. The work consists of three main parts: the analysis of the latest scientific literature, the research methodology section and the conducted research including the evaluation of the results gathered and managerial implications. Systematic analysis of the scientific literature proposes the concept of social business and it‘s model, sustainability concept and how can we measure it, how sustainable business model is understood. Further analysis consists of explaining the importance of sustainability implementation in social business processes and how analyzing sustainability can affect consumer purchase decision in order to seek flourishing for all. Also, scientific literature analysis examines factors influencing sustainability development and provides three different sustainability maturity levels. Furthermore, interaction between social business sustainability and consumer purchase decision model is presented. After the systematic analysis of the scientific literature, a quantitative research was conducted. 188 respondents records have been collected in total. The main purpose of the research was to examine the relationship between social business sustainability and consumer purchase decision. The results of the research were analyzed with the IBM 27 SPSS Statistics software. Linear and multiple regression modeling was applied to check ten derived hypotheses. Eight hypotheses were confirmed, and 2 hypotheses were rejected with the presented model. Four regression equations were created. The results of the research indicate that measuring economic, social and environmental sustainability has a positive impact on consumers' inclination to evaluate sustainability positively. The greatest influence on consumers' inclination to have a positive attitude towards sustainability is exerted by the evaluation of environmental indicators, while the least influence is exerted by the evaluation of economic sustainability in social business organizations. Also, the results show that only two regressors have an impact on consumers' decision to buy sustainable products or services: consumers' tendency to have a positive perception of sustainability and the perception of social sustainability in social business organizations have the greatest impact on consumers' decision to buy sustainable products or services. The conclusions, managerial implications and directions for the future research are composed after analysis of the scientific literature and results of the research. |
