The impact of corporate social responsibility activities on the image of modern companies

Abstract

PURPOSE: The aim of this article is to examine the impact of corporate social responsibility (CSR) activities on a company's image and to determine the extent to which awareness of companies' social engagement influences consumers' purchasing decisions.

DESIGN/METHODOLOGY/APPROACH: The article is theoretical and empirical in nature. The theoretical part reviews domestic and foreign literature on the concept of corporate social responsibility, its evolution over the years, definitional differences in international documents, and the links between CSR and marketing, public relations and image. The empirical part uses a quantitative method – a CAWI survey conducted among 116 respondents in March–April 2025. The survey included closed-ended questions and one open-ended question concerning the perception of CSR activities, their credibility and impact on purchasing decisions.

FINDINGS: The results indicate a moderate level of awareness of the concept of CSR. Fiftynine per cent of respondents are familiar with the concept. Although as many as 64% of respondents declare that they would be more willing to buy products from socially engaged companies, and 45% would be willing to pay more for them, the majority of consumers (69%) never or rarely seek information about CSR activities on their own. For over 84% of respondents, CSR is part of a marketing strategy, and only 29% perceive it as genuine concern for the environment. This means that CSR has a positive impact on a company's image, but its effectiveness depends on the credibility and transparency of its activities.

PRACTICAL IMPLICATIONS: The results of the study can serve as a guide for managers and communication specialists in shaping CSR strategies. They show that the key to building a positive image of companies associated with their socially responsible activities is consistent, authentic and easily accessible communication about their activities.

ORIGINALITY/VALUE: The article provides up-to-date data on the perception of CSR among Polish consumers after 2020, in the context of social changes resulting from the COVID-19 pandemic and the war in Ukraine. It makes a cognitive contribution by compiling literature and own research, pointing to the need for further analysis of the role of CSR in building competitive advantage for companies.