Inicjatywy społeczne przedsiębiorstwa a skłonność konsumentów do dokonania zakupu
Corporate social initiatives and the willingness of consumers to make a purchase

Summary/Abstract: The objective of the article is an attempt to answer the question if enterprise’s social initiatives affect consumers’ propensity to shopping. The author presents the results of experimental survey where there were used six scenarios of the social initiative undertaken by an enterprise from the food industry. The research was carried out on a sample of real consumers. It revealed that information on undertaking the social initiative by the enterprise did not lead to growth of consumers’ propensity to shopping.

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