The Effect of CSR Environmental Initiatives on Purchase Decisions—A Cross-Regional Study in Poland and Ukraine

Abstract

To engage in an effective corporate social responsibility (CSR) action, it is necessary to first recognise its impact on targeted buyers. This study surveyed respondents from Poland and Ukraine to analyse their perception of initiatives related to environmental protection and the effect of such initiatives on purchasing behaviour. The study demonstrated how consumers’ age, education level, or professional position influence their purchasing decisions and feedback on different kinds of CSR actions related to environmental protection. Of the five areas identified in the questionnaire (environmental protection, cooperation with the local community, corruption and bribery, labour and employment, and human rights), environmental protection was found to be the most important to consumers. These results may help in decision making regarding specific environmental CSR initiatives targeted at selected social groups living in this region of Europe.