The perception of the use of electromobility by enterprises as a component part of green marketing activities
The perception of the use of electromobility by enterprises as a component part of green marketing activities

Summary/Abstract: Research Background: Consideration for the environment is a very current social phenomenon nowadays. Responsible behaviour towards the environment is becoming not only a modern business concept, but also an important factor in companies' competitiveness. Social responsibility is becoming an integral part of corporate strategies. And it is precisely the concept of corporate social responsibility that is the basic prerequisite for the use of green marketing activities. A responsible approach to society was included among the criteria for assessing organizations and their values, Purpose of the article: For this reason, the aim of the contribution is to find out whether the use of electric vehicles by a company can positively influence the perception of socially responsible company' communication, by all consumers and individual generations as well, because the key factor of the socially responsible company's success is its appropriate communication with target groups. Methods: Due to the nature of the research objective, two-dimensional descriptive statistics Chi-square test, Index and Mediation analysis were used. The results indicate the positive mediation role of the use of electric cars on the perception of socially responsible company' communication. Findings & Value added: The relationship between the concept of social responsibility and the reputation of the organization is a current topic because the concept helps to create value and thanks to it the organization builds goodwill and a sustainable competitive advantage. Based on the current requirements of institutions of public interest and the governments of European countries themselves, we can expect that vehicles with alternative drives, such as the electric car, will increasingly come to the fore.

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