Exploring Consumer Behaviour and Perceptions: The Role of Enterprise Social Responsibility in Kosovo’s Developing Market

Purpose: This study examines consumer perceptions, attitudes, and be­havioural responses to Enterprise Social Responsibility (ESR) within Ko­sovo’s developing market. Design/methodology/approach: Drawing on structured quantitative survey data (n = 182), the research analyses how demographic charac­teristics—in particular gender, age, education, and economic status— influence consumers’ understanding and evaluation of ESR practices. Although there is broad conceptual support for socially responsible busi­ness conduct, actual consumer behaviour remains contingent on produc­trelated factors such as quality, price, and availability. Findings: The study identifies a significant attitude-behaviour gap, reveal­ing a disconnect between ethical preferences and market actions. Fur­thermore, consumers display limited trust in selfpromotional ESR cam­paigns, favouring externally validated or regulatorydriven approaches. These findings underscore the critical role of transparency and authentic­ity in enhancing consumer trust and highlight the need for ESR strategies that are both contextsensitive and institutionally anchored. Originality/significance/value: The study offers actionable insights for policymakers and practitioners seeking to strengthen corporate social responsibility frameworks and foster more sustainable consumer–enter­prise relationships in transition economies.