CORPORATE SOCIAL RESPONSIBILITY AS A COMPONENT OF SOCIETAL MARKETING AND A DETERMINANT OF MANAGERIAL DECISIONS IN TRANSFORMING CONSUMER VALUES

Abstract

This article clarifies the role of corporate social responsibility (CSR) within the contemporary framework of societal marketing. Its relevance stems from the transformation of business models driven by shifting consumer expectations, where products are evaluated not only by functional utility but also by their broader social and environmental value. This shift necessitates redefining strategic marketing approaches, value propositions, and corporate communication activities based on sustainable development principles.
The study aims to substantiate corporate social responsibility as an essential component of the societal marketing concept and establish systematic approaches for its integration into corporate marketing activities. The theoretical and methodological foundation comprises research by domestic and international scholars alongside comprehensive meta-analyses of CSR’s impact on consumer behavior. The study utilizes scientific methods of analysis, synthesis, generalization, and academic systematization.
Consequently, the paper proposes an approach aligning classical marketing mix elements with specialized CSR instruments, considering sustainability conditions, consumer expectations, and corporate resource capabilities. It formulates operational guidelines for managerial decision-making, including the precise logic of integrating CSR into the 7P model, sustainability communication requirements, and a baseline set of performance indicators to assess initiative consistency and transparency.
The practical significance of the findings lies in their direct application to developing integrated marketing policies that effectively enhance consumer trust and long-term brand loyalty.