Elvira Ćatić-Kajtazović, Selma Šumar
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PYRAMID OF CORPORATE SOCIAL RESPONSIBILITY IN BOSNIA AND HERZEGOVINA: THE CASE OF CONSUMERS OF SMALL AND MEDIUM ENTERPRISES
Abstract: Corporate Social Responsibility represents the voluntary and expressed concern of the company towards itself and its employees and towards the environment in a way to avoid or to minimize the negative consequences of its activities and to encourage, improve, and invest in its own development and development of the society. As Bosnia and Herzegovina belongs to a group of countries in development with a traditionally rooted philanthropy, we expect that the presented results of this paper will contribute to the reduction of the literary gap that had arisen from the lack of researches that have in its context corporate social responsibility, consumers and small and medium enterprises in such countries. Th e main purpose of this paper is to analyze the ranking of responsibility from the pyramid of corporate social responsibility from the aspect of small and medium enterprises consumers in Bosnia and Herzegovina. Particularly, this paper analyzes the diff erence in the priorities and the achieved mean values of economic, legal, ethical and philanthropic responsibility with respect to gender, whether the consumers in the environment know the company that operates ethically and socially responsibly, and respect to the material situation of consumer’s household. Based on the research results, it can be concluded that consumers give priority to the philanthropic responsibility, i.e. in this research the redistribution of the importance of certain responsibility dimensions from the Carroll’s pyramid of corporate social responsibility has not been confi rmed. Statistically signifi cant and positive values of Pearson correlation coeffi cient show us that economic, legal, ethical and philanthropic responsibilities are interconnected. There
is no diff erence in the achieved mean values of economic, legal, ethical and philanthropic responsibilities with respect to the respondents’ gender (although there is a diff erence in the ranking of responsibilities). Th e highest mean values of the stated responsibilities have been achieved among the respondents who rated their material household status as “Much worse than the average”, while the diff erence in the achieved mean values is statistically signifi cant only for the legal and philanthropic responsibility in favor of consumers who had rated their household material condition as much worse than the average compared to those who had rated the household material condition as much better than average. Also signifi cant mean values are noticable among respondents who know in their surrounding enterprises that are ethically and socially responsible, although statistically signifi cant diff erence exist only with philanthropic responsibility.
The results achieved in this research support the claims that in developing countries as well as in countries with traditionally rooted philanthropy priority is given to philanthropic responsibility compared to others.
Key words: corporate social responsibility pyramid, economic responsibility, legal responsibility, ethical responsibility, consumers.