Consumer Attitudes Towards Business Ethics and Corporate Social Responsibility - Nike Case Study

CHANCHAL JANGIR

Bachelor's thesis

Abstract:

This thesis delves into the intricate relationship between consumer attitudes, corporate social responsibility (CSR), and business ethics, specifically focusing on Nike Inc. as a case study. A comprehensive literature review explores the historical evolution and diverse interpretations of CSR, providing a contextual backdrop for the subsequent analysis. The thesis scrutinizes Nike's CSR initiatives alongside the controversies it has encountered, serving as a lens to probe the broader debates surrounding business ethics. Central to the inquiry is investigating consumer perceptions and expectations regarding these issues. Employing open-ended interviews with Nike customers, the study uncovers nuanced insights into consumer attitudes toward CSR and business ethics. The qualitative analysis of interview findings offers a deeper understanding of how consumers navigate and evaluate the ethical dimensions of corporate behavior, particularly within the context of a prominent global corporation like Nike. This research contributes to the ongoing discourse on the role of businesses in society and the dynamics shaping consumer preferences in an increasingly conscientious marketplace.

Keywords

Business Ethics, Social Responsibility, Consumer Behavior

Language used: English

Date on which the thesis was submitted / produced: 18. 3. 2024

Thesis defence

• Supervisor: Daniel Rosenhaft Swain, Ph.D. MA
• Reader: Julita Skotarska, Ing., externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration