ECOLOGICAL AND SOCIALLY RESPONSIBLE ACTIVITIES OF BUSINESSES AS A DETERMINANT OF CUSTOMER PURCHASING BEHAVIOR

The paper aims to identify the relationship between businesses engaging in socially responsible measures that affect the environment and society at large and the purchasing behaviors of customers, taking into account differences in their declared knowledge of ecological and social symbols. The paper presents the methodology and results of a survey conducted on a sample of 801 individuals. The research indicated that awareness of eco-labels positively influences the decision to purchase a product from an entity engaged in pro-environmental and pro-social activities. Customers are willing to pay more for a product labeled with an eco-symbol or social symbol. It was also demonstrated that individuals under the age of 35 are more likely to buy products from companies undertaking pro-environmental and pro-social initiatives. The findings of the research have practical value and can enable businesses to more effectively shape the purchasing behaviors of customers by undertaking pro-environmental and pro-social measures.