| Abstract [eng] |
Research problem (question): what is the influence of CSR communication messages on consumers' intention to buy organic food products? Aim of the research: to evaluate the influence of CSR communication messages on consumers' intention to buy organic food products. Tasks of the research: 1) to analyse different types of CSR communication messages; 2) to examine consumers' purchasing behaviour of organic food products; 3) to build the theoretical model of the influence of different types of CSR communication messages on intention to buy organic food products; 4) to research the influence of different types of CSR communication messages on consumers' intention to buy organic food products. Research methods: systematic and comparative analysis of scientific literature, quantitative research (online questionnaire). Data analysis methods: descriptive statistics, comparative analysis between groups, correlation analysis, and linear regression analysis. Research and results obtained: The results of the correlation analysis in the first group (which assessed the influence of CSR advertising) show strong and statistically significant relationships between all the variables studied. CSR advertising, perceived CSR authenticity, attitude towards organic food products, perceived usefulness, and intention to buy organic food products are closely related to each other. The results obtained in the second group (which assessed the influence of CSR disclosure on Facebook) show even stronger and statistically significant relationships between all the variables analysed. Conclusions of the FMTP: The results of regression analysis, both CSR advertising and CSR disclosure on Facebook have an indirect positive influence on consumers' intention to buy organic food products. The impact of CSR advertising and CSR disclosure on Facebook is manifested through consumers’ perceived CSR authenticity, attitude towards organic food products, and perceived usefulness. |
