Odpowiedzialny konsument i przedsiębiorstwo społeczne – zakres obustronnych korzyści i wartości w systemie rynkowym
The responsible consumer and the social enterprise – scope of mutual benefits and values in the market system

Summary/Abstract: The aim of the article is to analyze the mutual benefits gen-erated in the market space between social enterprises and responsibleconsumers. The research problem is formulated in the question: whatis the scope of value that social enterprises and consumers generatein relation to each other in the market relationship? The rationale forundertaking the topic is the growing importance of social entrepre-neurship and responsible consumption as two pillars of sustainabledevelopment.Theoretical considerations are based on a literature review in the fieldsof social economy, relationship marketing, and customer value theory.The scope of analysis includes the functions of social enterprises, seg-mentation of clients and consumers, and classification of the valuesgenerated by both sides. An attempt was made to identify the maincomponents of social and relational capital and added value in botheconomic and social activities.The hypothesis adopted assumes that social enterprises and responsibleconsumers form a model of interdependence in which purchasing deci-sions support the implementation of social missions, and the offeredproducts and services provide not only functional but also social andethical value. The article indicates that social enterprises create valuefor customers by integrating market and social objectives, while con-sumers – as stakeholders – support these organizations through pur-chasing decisions, trust, and participation in building a social brand.Theoretical conclusions include the need to incorporate intangible val-ues and relational capital into the analysis of business models of socialenterprises. Practical recommendations emphasize the need for furtherresearch on consumer behavior toward social enterprises and the devel-opment of marketing tools aligned with consumers’ pro-social values.

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