Exploring Consumer Behaviour and Perceptions: The Role of Enterprise Social Responsibility in Kosovo’s Developing Market
Year: 2025
Type: article
Study design: Observational Study
Abstract: 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.
Authors: Nadire Loku, Afrim Loku
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410519359