THE RESEARCH OF SOCIAL VALUES INFLUENCE ON CONSUMPTION DECISION MAKING IN LITHUANIA

Abstract

Nowadays, consumers are more interested in the conditions under which products have been manufactured in developing countries. Ethical and socially responsible consumption are emphasized. In this context, socially responsible consumption is more concerned with the ethics of care, ethical and moral principles and social factors influence on consumer choice. In scientific literature, there has been increased interest on socially responsible consumption issue and how ethical principles can influence consumer decision making. It must be emphasized, that only potential consumer response to particular areas of CSR was analyzed. The opportunity for companies to identify and act upon complex consumer buying choices that balance personal and ethical consumerism circumstances has almost not been investigated. Socially responsible consumption and social values influence on the consumer's decision making has not been analyzed in Lithuania.

The link between corporate social responsibility and consumer social responsibility is defined in this research paper. According to the quantitative survey, there are identified key factors influencing purchasing decision. The results show that organizations need to consider the influence of consumer social responsibility associated with their products and services in the development of CSR strategies. There are also identified which factors determine discrepancy between consumer attitudes and actual behaviour in consumption decision - making.

DOI: http://dx.doi.org/10.5755/j01.em.18.4.5062