Environmental aspects as an area of CSR and building the image of retailers’ private labels

- Zbigniew Spyra Ph.D.

The article is an attempt to analyse the area of care about the environment as one of the dimensions of CSR used by contemporary retailers in the process of building the image of their private labels. Particular parts of the article are devoted to achieving the goal of the article. First, conditions for the implementation of the CSR concepts in the strategies of development of retailers’ private brands are presented. Next, the tools most often used by contemporary retailers to build an „ecological image” are identified. In the final part of the article chosen examples of the retailers’ involvement in the process of building „social” value of their private labels by using measures in the area of „care for the environment” are presented.  The article formulates the thesis that contemporary retailers more and more often recognize the importance of the environmental aspect in the process of building the image of their private labels. The article is based on deepened analysis of Polish and foreign literature on the subject and the analysis of social reports of 10 biggest retail chains in Poland operating on the FMCG market.

Zbigniew Spyra, Ph.D., University of Economics in Katowice, Poland – doctor of economic sciences in the discipline of management sciences, an employee at the Department of Market and Marketing Research at the University of Economics in Katowice. Director of postgraduate studies “Management in culture, art and cultural tourism,” academic supervisor of Students’ Scientific Marketing Club “MERITUM”, an organizer of Scientific Conference for Students and PhD Students “New media and technologies in marketing communication”. His research interests focus on the problems related to marketing communication, marketing research as well as relationships in supply chains managed by retail businesses. Coordinator of The European Union in Katowice of research projects for economic practice in the field of standardization programs of customer service and branding. Author of ”Kanały dystrybucji. Kształtowanie relacji”  (Publisher CeDeWu) and co-editor of the book “Zarządzanie
w kulturze, sztuce i turystyce kulturowej” (Publisher CeDeWu).

DOI: 10.14611/minib.26.12.2017.16
Contact: zbigniew.spyra(at)ue.katowice.pl
MINIB, 2017, Vol. 26, Issue 4

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