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Corporate social responsibility is not completely new concept and was rapidly researched during the past 60 years. Companies was trying to apply different methods and techniques to be considered "green". Nowadays most of companies on developed markets claim to be social and environmental responsible. However, CSR is becoming more challenging every year. Having annual reports with a philanthropic paragraph about the charity committee is not enough anymore. Consumers are companies´ biggest stakeholder group and they have continuously increasing power, thanks to the development of modern technologies in the 21st century. The question is what is a new form of being social responsible organization and whether consumers react on companies´ social initiatives. Two countries participated in the research. First country was taken as a developed market with a long development of CSR. Second one represents a developing market at the beginning of CSR implementation. The book claims to understand, whether consumers are concerned with products by social responsible companies, when they make their casual grocery shopping. Recommendations for managers are provided based on the survey´s result.

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Irina Slavnikova is a Marketing Specialist and Explorer currently based in Austria. She holds BA in Business Administration from KIMEP Institute in Kazakhstan, and an MA degree in Marketing from University of Applied Sciences Kufstein, Austria. A combination of the professional view and an international experience was a basis of the research.

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