Consumer Perceptions of Education-Based Corporate Social Responsibility Campaigns

Berrin Onaran (), Ahmet Uyar () and Ali Avan ()
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Berrin Onaran: Dokuz Eylul University,, Postal: Izmir Vocational School, Department of Economics and Administrative Programs , Izmir, Turkiye
Ahmet Uyar: Afyon Kocatepe University,, Postal: Suhut Vocational School, Department of Marketing, Afyonkarahisar, Turkiye
Ali Avan: Afyon Kocatepe University,, Postal: Tourism and Hotel Management School, Hospitality Management, Afyonkarahisar, Turkiye

Business and Economics Research Journal, 2013, vol. 4, issue 3, 131

Abstract: 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. (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2013
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