| Abstract [eng] |
The Master's thesis examines the relationship between consumer moral factors and the decision to purchase social business goods and services. The field of social business was chosen for the study because it is a constantly growing field, important not only in economic but also in social aspects. And although the public is generally positive towards social enterprises, their acceptance of the goods and services provided by such enterprises is not always as high as expected. This paper explores the factors that influence consumers' purchasing decisions. It discusses theories of consumer behaviour and theories of personal identity that are relevant to the analysis of the purchase decision. Factors related to morality are analysed: moral identity, moral emotions, influence of others. The basics of social business are presented. The aim of the study is to identify the links between consumer moral factors and the decision to purchase social business goods and services. The study used a semi-structured interview method with purchasers of social business goods and services. It also shows the opinions of the participants on the communication, quality and relevance of social business goods and services. The results of the study revealed which factors are important for consumers when deciding to buy social business goods and services, such as: empathy, value congruence, influence of others, and the manifestation of consumers' moral identity. The study also showed which factors prevent consumers from buying social business goods and services: poor quality, pity, inappropriate positioning of social business, where the business presents itself as a victim. |
