Perception of Georgian consumers towards corporate social responsibility in the restaurant industry

Tvalavadze, Guram; Gogichadze, Anna; Sousa, Bruno; Ribeiro, Nuno A.; Fernandes, Paula Odete

http://hdl.handle.net/10198/29827

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Authors

Fernandes, Paula Odete

Abstract(s)

The growing importance of corporate social responsibility (CSR), espe- cially for consumers, cannot be denied. More and more businesses are implementing socially responsible campaigns, believing that consumers will actively support them. However, little is known about the meaning and importance of social responsi- bility for consumers, particularly in Georgia. This study investigates topics such as customer knowledge of CSR, their involvement with socially responsible restau- rants, whether they prefer socially responsible restaurants and their most valuable initiatives. In summary, the study investigates general consumer perceptions and expectations of CSR. A quantitative research method was selected to determine the impact of corporate social responsibility on consumer perception and behaviour in the restaurant industry. Four hundred people were surveyed using Google Forms. The questionnaire was distributed electronically through social media. Based on the results, it could be said that most people have already heard about corporate social responsibility. Also, respondents believe that environmental responsibility and pollution prevention are most closely associated with corporate social responsibility. They also have a positive attitude towards restaurants that are engaged in corporate social responsibility. In the case of similar products, prices, and services, they prefer restaurants that carry out corporate social responsibility activities. These data will help restaurant owners to make the best and most efficient decisions possible during the strategy development process, and it will underline the importance of corporate social responsibility for them.

Keywords

Corporate social responsibility Restaurant and hospitality industry Customer perception

URI

http://hdl.handle.net/10198/29827

Citation

Tvalavadze, Guram; Gogichadze, Anna; Sousa, Bruno; Ribeiro, Nuno A.; Fernandes, Paula Odete (2023). Perception of Georgian consumers towards corporate social responsibility in the restaurant industry. In International Confer-ence on Tourism, Technology and Systems, ICOTTS 2022. Singapore: Springer Nature. p. 505-516. ISBN 978-981-99-0336-8