Examining the Communication of CSR Initiatives: Evidence from Lidl Slovakia

Research background: Many studies are focused on the benefits of CSR implementation. Nevertheless, all of the benefits are tied to proper communication, as if a company lacks the ability to effectively communicate its CSR activities, the potential benefits of implementation may fail to be realised. Many companies use non-standardised reports, but most of them use ESG as the criterion for assessing their CSR development. Purpose of the article: The purpose of the article is to examine the level of consumers' awareness and perception of ESG reports and CSR activities communicated by Lidl Slovak Republic. The study aims to identify how effectively these activities are reaching consumers and influencing their perception of the company's transparency. Methods: For this case study, the Lidl Slovak Republic was selected, which is perceived as a responsible company. This company communicates its CSR activities through various communication channels. A survey was chosen for achieving the aim of the study. Findings & Value added: The survey results show that respondents are familiar with Lidl's various CSR activities, and the main communication channels, such as advertising or in-store advertisements, are more familiar to respondents. A not too surprising finding is that only a small part of the respondents is familiar with Lidl's non-financial reports. However, if they are familiar, they perceive the company as more transparent. Regarding the relationship between age and the perception of Lidl as a transparent company, a dependence was confirmed. The results of our study can serve as a basis for further research. This should primarily focus on why consumers who consider CSR activities beneficial are not familiar with the company's reports and only know those that are promoted, e.g. through advertising.