The Evaluation of Business Tools for Encouraging Social Responsibility in Older Consumers

Abstract

Being close to consumers, retail chains have a considerable influence on the formation of social responsibility in society. By applying various means of encouragement, these entities try to draw the attention of consumers to problems in the society and encourage them to contribute to socially responsible activities. The aim of this research was to evaluate whether the means of promoting social responsibility applied in the biggest retail chains of Lithuania selling alimentary products have an influence on a consumer and encourage them to contribute to the promotion of the idea of social responsibility. Analyses of scientific literature, qualitative approaches based on 482 in-depth interviews, analyses of data obtained during the survey, mathematical–statistical analyses and comparative analyses were applied in this research. This article represents the results of the obtained research and emphasizes the main factors promoting and limiting the social responsibility of consumers. It was identified that the social responsibility of consumers in the field of environmental protection is formed by information provided by business entities, company images and other people surrounding the consumer. Social responsibility in the field of charity and support was influenced by information provided by business entities and other people’s opinions. Furthermore, the article concludes with the development of models showing which elements business entities should orient towards in order to promote the social responsibility of consumers in the field of environmental protection or charity and support. The compiled model can be used by all business subjects acting in the retail trade and trying to encourage users to become involved in socially responsible activities.

1. Introduction

It is increasingly observed in the scientific literature that the cooperation of all market participants, state authorities, business, non-governmental and other organizations, members of society, etc., is necessary to ensure the environmental and social well-being of society [1,2]. Although the legal framework and other rules related to the environment and other social activities established by state authorities have a significant impact on all market participants [3,4], it is noticed that this is no longer sufficient to ensure the well-being of society. Therefore, the involvement of other participants in this activity is required.

State authorities regulate business activity and promote involvement in socially responsible activities related to environmental protection, the creation of suitable conditions for employees, ethical behavior, etc. [5]. However, business is affected not only by state authorities, but also by the associated stakeholders who determine the degree of involvement of the business in this activity, including suppliers, shareholders, employees, consumers, etc. [6,7,8]. Business contributes more to environmental and social activities than the established legal framework defines to satisfy needs and create favorable conditions for business development (through image building, reputation improvement, etc.) [9]. The involvement in social responsibility also includes environmental protection and social activities that may not be based on the resources available to the business or on their changes. It has been observed that business entities often implement social responsibility through the social awareness of consumers by encouraging them to contribute to various initiatives through the purchase or use of certain products or the provision of financial assistance to people in need. The focus of social responsibility on consumers promotes their social awareness, thus contributing to the well-being of society [10].

Different authors have considered the issues of encouraging the social responsibility of business and users. They analyzed the motivators of involvement of business subjects in that activity [11,12] and identified the means which encourage the social consciousness of users [13,14,15,16]. Some authors have noted that retail supermarkets, by providing information on the socially responsible activities in society, contribute to their social awareness and aspiration to engage in such activities [17,18]. Other researchers reveal that consumers become involved in the socially responsible activity of the retail business units when they trust their performed activity [19], when an enterprise has shaped its positive image in society [20,21,22], or when the activity meets their moral standards [23,24,25]. Moreover, the importance of the opinion of those around them on the socially responsible activities performed by an enterprise that advocate or limit consumers’ engagement is emphasized in the academic literature [26]. These studies performed by different authors in the field of encouraging the social consciousness of users imply that this field is not yet fully researched. Nevertheless, different authors define the importance of means applied by different business subjects; therefore, it is difficult to determine which means have the largest effect on the involvement of users in socially responsible activities. Thus, no clear evaluation model is created. Therefore, the aim of this research was to access the methods promoting the social responsibility of consumers in the largest Lithuanian retail chains selling alimentary products in order to compile a model of encouraging social responsibility. To achieve this goal, analyses of the scientific literature, interviews, mathematical–statistical analysis, regression analysis, correlation analysis and comparative analysis were applied. It was found that in order to promote social responsibility of consumers in the field of environmental protection, business entities should pay more attention to information, the formation of their image and consumers themselves. Additionally, to encourage the involvement of consumers in a socially responsible activity related to supporting different social groups, retail chains should pay attention to two things: information and consumers. Through empirical research, some models were created. The weight of each sign defining its importance in the promotion of social responsibility of consumers was also determined.

2. Influence of Retail Trade Sector on The Social Awareness of Consumers

In the scientific literature, the attention researchers pay towards retail trade and the activity that it develops highlights that it is one of the largest sectors influencing the economic development of the country [27,28]. In certain countries, retail trade empowers more than half of employed persons [29], contributes to the employment of persons with health disturbances [30,31], the preservation of the environment [32], etc. With its large economic influence and abundance of resources, this sector can address many social issues [33]. Thus, by being close to consumers and creating relationships with them, retail trade networks influence the environment and have a significant effect on the wellbeing of society [34] and can apply effective means to incite the social awareness of consumers.

By developing activities and integrating strategies of social responsibility, business influences society, contributing to the solving of societal issues and the creation of wellbeing. At the same time, society’s reaction towards socially responsible business activity may express itself in the extended use of goods and services, increase in trademark loyalty, better business reputation, etc. These reactions also influence the business activity results. However, the latter distinction raises the question of how retail trade networks—one of the closest actors to societal businesses members—can incite the social awareness of consumers and their inclusion in socially responsible activity. Notably, in order to achieve effective results for the society and the environment, the inclusion of consumers becomes important.

A lack of research geared towards inciting the social awareness of consumers is noticeable in the scientific literature. A large proportion of these studies is oriented towards the influence of separate factors, which determine consumers’ decisions to be involved in socially responsible activity, distinguishing the importance of information [17,18], conformity to the moral provisions of consumers [23,24,25] the influence of reliability [18,19,24,35], the image of subjects acting in retail trade [20,21,22], the influence of persons surrounding the consumer [36,37,38,39], or availability [40,41,42,43].

The extant scientific research has uncovered the importance of trusting business entities, which determine the consumer’s choice to be involved or not in socially responsible activity [19]. An increase in trust in business entities and its social activity engenders an obligation to the consumer to contribute to the initiatives conducted by the business entity. The research conducted by Dang et al. (2020) showed that a mutual link exists between social accountability being performed by the business entity acting in the retail trade sector, and the behavior of the consumer based on trust [44]. Other researchers have also highlighted that consumer behavior is influenced by the reliability of a business entity [18,24], which is why, in order to include the consumers in activities organized by the retail trade sector, links and trust between them need to be created.

The importance of business activity awareness towards the consumers’ decision to include themselves in socially responsible activities [45] and for the future profitability of the business [46] is noticeable in the scientific literature. This means that the more society understands and knows about the retail trade network and the activity being developed, the more actively society will involve itself in socially responsible activities organized by the retail trade sector. The research carried out by Kim et al. (2014) showed that consumers perceive business, which acts in the retail trade and implements social responsibility, as an entity which upholds social norms and earns the support of consumers. However, in order to understand the activity of business entities, communication with consumers must be created and information provided to them [17]. Bogel (2019) demonstrated that business communication is important when having positive or negative reputation, because effective communication is capable of increasing consumers’ trust in an activity being performed by an entity acting in the retail trade sector. Mercade-Mele et al. (2018) highlights that the choice of communication method becomes important in order for information to properly reach the target audience [47]. This shows that in aiming to achieve effective results, the business must communicate with society and choose suitable methods to convey the information.

The influence of retail trade network images towards the consumers’ decision to include themselves in social responsibility is noticeable. Hwang and Chung (2019), having completed their research, distinguished that the consumer decisions to buy organic products made in a socially responsible way is influenced by the image of the retail trade network. Furthermore, Elg and Hultman (2016) disclose that consumers adopt the decision to buy one good or another after assessing their image of the business entity. The research performed by Kim et al. (2017) uncovered the presence of a link between social accountability, image and consumer behavior, by highlighting the direct influence of philanthropic activity towards the behavior of consumers. This shows that the inclusion of consumers is influenced by the image of the business entity, which is shaped in society.

Various researchers have distinguished the importance of moral conformity, highlighting that consumers include themselves in socially responsible activities organized by business entities, if their initiatives coincide with the moral values of consumers [23,24,25]. Thus, the link between the perceived socially responsible activity and inclusion of consumers is indirect, influenced by the moral values of consumers [23]. According to Schramm-Klein et al. (2016), the loyalty of consumers towards the entity acting in the retail trade sector and towards its socially responsible activity is influenced by the conformity of ethical norms and moral values. This means that consumers are prone to include themselves in socially responsible activities which correspond to their moral values. Diddi and Niehm (2016), who investigated the behavior of consumers, highlighted that consumers expect a greater inclusion of business entities acting in retail trade in the socially responsible activities. They state that consumers are prone to support such business and include themselves in these activities; however, the initiatives must conform with their values and moral provisions.

The inclusion of business in socially responsible activities improves the image of the business and shapes positive opinion regarding it [38]. The submission of word-of-mouth opinion about the activities performed by business entity influences the behavior of consumers, and incites favorable assessments of the activity of business entity and the inclusion of consumers in the socially responsible activities. The research performed by Cheung and To (2020) showed that ethical business behavior positively influences consumers and the sharing of word-of-mouth information. Ethical behavior also positively influences consumer behavior and feedback regarding business entities. The dissemination of positive information about the entity acting in the retail trade sector changes the behavior of other persons in the consumer environment, inciting support of the business and its performed activity and the inclusion of oneself in it. The research performed by Jalilvand et al. (2017) disclosed that mutual links exist between business reputation, the social accountability performed by it, trust in the business entity, consumer behavior and the transfer of opinion via word of mouth. The research showed a strong positive link between social accountability and the trust in business, its reputation and sharing of information about the entity via word of mouth. This means that consumer behavior and their inclusion in socially responsible activities is influenced by the opinions of others and the information being disseminated.

In the scientific literature, research on consumer social responsibility has been performed by raising the questions of availability [40,41,42,43]. The research conducted by Anastasiadou et al. (2019) disclosed that the granting of possibilities for consumers to include themselves in socially responsible activities encouraged greater attention to this activity. Moreover, the researchers showed that the social accountability of business does not incite the more frequent consuming of goods. The latter is more influenced by the obligations of consumers, which create a certain cooperation between buyers and sellers. Ritch et al. (2011), who researched social accountability in the fashion sector, determined that the use of socially responsible goods is limited by the lack of information, availability, understanding of fashion, value and price. Di Benedetto (2017) also distinguished that availability is an important factor in the fashion sector, which influences the choices of consumers. The research of make-up goods used by consumers, which was conducted by Rybowska (2014), showed that consumers would use a more organic and socially responsible product, if they were easier to attain. This shows that the decision of consumers to include themselves in socially responsible activities is limited by the condition of availability.

Additionally, it should be noted that there is a lack of research focused on the promotion of socially responsible consumer activity in Lithuania, and most of it focuses on the impact of individual elements on the decision of consumers to become involved in such activities [48,49] and the role of the state and market participants in performing socially responsible activities with the objective of persuing sustainable development [50,51].

Leal Filho (2016) emphasized the importance of cooperation and sharing good practices in solving international issues related to sustainability. They pointed out that the decisions made at the state level and sustainable management require more active engagement and transparency, especially in Lithuania, Latvia, and Poland. Hojnik et al. (2021), having analyzed the environmental issues and installation of the related innovations in the Baltic region, the Czech Republic, Slovakia, and Poland, noted the impact of business subjects on the environment. Their conducted research demonstrated the existing relationship between corporate social responsibility (CSR) focused on the environment and the development of innovative products. However, the development and installation of innovations depend on the business development policy, i.e., whether the employees having knowledge of environmental protection are hired, whether they cooperate with local and foreign units, etc. The conducted research demonstrated that even if the relationship exists, the countries supervising the differences in power consumption—Slovakia and Poland—are able to develop more innovative products than the countries that are more advanced in innovations, such as Latvia, Lithuania, and the Czech Republic. That shows that the more innovative countries do not necessarily solve environmental problems. This research reveals the importance of social responsibility and the involvement of businesses and concerned persons.

An increase in the amount of research focused on encouraging consumers’ social awareness is noted. The research conducted by Juscius and Sneideriene (2013) demonstrated that the product quality, price, and implementation of social policy positively affect the consumers’ decision to purchase an item having a socially responsible basis, whereas a brand does not really affect such decision. The respondents noted that they would consider the consumption of items on an environmental basis and would consume fewer items related to support/charity, which constituted 78% and 49% of all respondents’ answers, respectively. The research conducted by Jonkutė (2015) also focused on the consumers’ decision to purchase items on a socially responsible basis, although revealed that the price, quality, and provided product information mostly affect consumers’ decisions. Moreover, the perceived corporate image and reputation in society influence consumers to purchase items from a certain enterprise. The latter research was based on item consumption without evaluating the consumers’ decision to engage in socially responsible activity and the purchase of a certain item. Moreover, the conducted research does not answer the question of what engages older residents in a socially responsible activity either. This demonstrates that consumers’ socially responsible activity is not comprehensively evaluated in Lithuania.

The analysis of scientific literature shows that there is a lack of research geared towards the social awareness of consumers; many studies are oriented towards separate areas influencing consumers, distinguishing the impact of information on consumers, images created by the business, trust in the business, etc. This is possibly due to different goals of research posed by scientists. This presupposes an idea that factors influencing the inclusion of consumers in socially responsible activities organized by retail trade networks are not fully examined; therefore, this research aims to determine factors which influence the social awareness of consumers the most, and the creation of models allowing the entities acting in retail trade to create an effective system for inciting consumers. Taking into account the directions of the developed research, hypotheses should be formulated that will better define the impact of CSR in the promotion of social awareness of consumers.

Hypotheses of the research. The research conducted by Parsa et al. (2014) found that consumers are willing to equally support or pay more for the goods/services that contribute to the environment or charity/support [52]. According to them, the environment and charity/support are equally important to consumers; however, their price is a highly important factor. Goodwin and Francis (2003), having analyzed the tourism sector in the United Kingdom, highlighted that 59% of all consumers are willing to pay more for the services that contribute to the environment, charity/support, or the well-being of employees [53]. Their research demonstrated that 35% of consumers would support activity aimed at protecting the environment, 29% of them would pay more for improving the working conditions of employees, and 21% would tend to support activities related to charity/support. According to Lichtenstein et al. (2004), CSR activity does not only influence consumers’ purchasing habits, but also their decision to contribute to charity/support, even if it is not a direct initiative of an enterprise, but only a form of support for another organization (e.g., non-governmental organizations (NGOs)) [54]. The research by Mantovani et al. (2017) revealed that consumers engage, support, and contribute to the implementation of socially responsible activities organized by their preferred brand [55]. The plethora of research focused on this field poses questions about which fields of social responsibility are more important to older consumers and which is more preferred by consumers. This presupposes the exclusion of the first hypothesis:

Hypothesis 1 (H1).

Consumers are involved in activities related to charity and support this more often compared with their involvement in activities related to environmental protection.

There is also an abundance of research focused on the information provision of CSR activity [56,57,58]. According to Moravcikova et al. (2015), consumers learned about the socially responsible activity organized by an enterprise and their nature mainly through television, radio, and the press, which comprised approximately 49% of respondents’ responses. The research revealed that reports and information provided by enterprises on packaging accounted for 22% and 20% of responses, respectively. In order to determine which means of communication are most effective and reach consumers about socially responsible activities and encourage their involvement, Lee et al. (2019) conducted a study which showed that television, newspapers, radio, leaflets, letters, the opinions of those around them, etc., have greater impacts on consumers than the provision of this information online. According to Mohd and Suki (2019), corporate socially responsible activity and raising awareness about it through various sources of information (radio, television, etc.) have a positive effect on consumers’ attitudes towards the environment and encourage them to use more environmentally friendly goods. This suggests that the choice of information source is an important factor in determining consumers’ willingness to engage in socially responsible activity. In relation, the second hypothesis can be formulated:

Hypothesis 2 (H2).

Television is the source of information dissemination with the greatest effect on consumers and encourages their involvement in both dimensions.

Various studies have revealed that consumer behavior depends on the perception of value and their convictions [59,60,61]. After exploring the interrelationship between social responsibility and perception of value, Curras-Perez et al. (2018) emphasized that perceptions of utilitarian, emotional, and social values affect consumers’ behavior. Utilitarian value is associated with economic business aspirations and the social element; the emotional value affects the environmental element, the financial business aspirations, but it is mostly related to the social element; the social value is linked to the social element and has no effect on the environmental element and is not linked to financial business aspirations. The research conducted by Green and Peloza (2011) revealed that through corporate socially responsible activity related to charity/support, consumers gain emotional value that influences their behavior and decisions. The researchers also emphasized the importance of social value linking it to business initiatives aimed at philanthropic activities and the practices of other market participants; and the functional value comparing it with goods that are based on the enterprise’s CSR. Research conducted by Cho et al. (2015) and Nguyen et al. (2016) revealed that consumer values are closely related to environmental protection and the consumption of ecological goods; therefore, they contribute to consumers’ engagement in the use of environmentally friendly goods. Other researchers emphasize that the perception of the value of socially responsible activity and correspondence to consumer values promotes social awareness among the members of society [10,62]. Although the abundance of the research on the relationship between CSR and consumer values highlights the importance and significance of these phenomena in promoting consumer social responsibility, it is noted that researchers do not answer the question of which element of social responsibility—environmental or social—is preferred by society and which encourages people to contribute to socially responsible activities. This enables the formulation the third hypothesis, which states that:

Hypothesis 3 (H3).

The most important values of consumers are more related to the support of different social groups and less related to environmental protection.

The scientific literature emphasizes the importance of other market participants in increasing confidence in CSR activities [63,64,65,66]. Poret (2014) points out the importance of NGOs and their impact on consumer confidence. Enterprises mainly build partnerships for strategic purposes; therefore, NGOs need to choose partners they can trust, and the cooperation with whom does not provoke a negative public reaction. Businesses, especially, need to choose the right organizations with whom partnerships would be beneficial, because this affects their financial assets. Drewniak (2015) also emphasizes that enterprises, by working with NGOs, increase public confidence in business operations. Increasing trust in socially responsible activity encourages consumers to join these initiatives and use more environmentally friendly goods or services [66]. Lerro et al. (2019) revealed that trust and loyalty to a brand affect consumers’ decision to engage in socially responsible activity through the use of certain food products. The conducted research has highlighted the importance of organizations in promoting social awareness among consumers, although at the same time, it poses the question of whether older people’s confidence in a socially responsible activity of an enterprise increases as the business collaborates with other organizations. Thus, the fourth hypothesis can be derived, stating that:

Hypothesis 4 (H4).

The trust of consumers is shaped better when trade chains also involve other organizations in a socially responsible activity.

The formulated hypotheses are evaluated during this study. Additionally, in subsequent sections of the paper, the course of research is described and an assessment model is developed.

3. Methodology

3.1. Selection of Variables and Development of an Evaluation Model

Attention to social responsibility creates a need to properly evaluate in which directions business should act and which fields of investment should be considered more so that consumers would become more involved in socially responsible activities. Evaluation models of the social responsibility of retail chains directed to the encouragement of consumers were developed according to four main principles identified in the scientific literature—innovation, the possibility of realization, dynamics and universality [67,68]. Moreover, in order to analyze the means of promotion of social responsibility used by business entities and give a proper evaluation of which means create the biggest contribution to the promotion of social consciousness of consumers and which of them limit their involvement, a hierarchical structure was created according to the four evaluation levels—dimensions, signs, criteria and indexes [69]. On the basis of these theories, the structure of the model of social responsibility of retail chains directed to the encouragement of consumers is made by including subjects of information, moral compatibility, company image, reliability, groups of people influencing a consumer and accessibility.

The structure of the constructed model is based on the dimensions emphasized in the theoretical part that consumers can be involved in socially responsible activities by exploring two different elements—by encouraging the contribution of consumers to the environmental protection, defined as an environmental element, and involvement in the support of certain social groups defined as a social element. On the basis of the research of consumer behavior, it was identified that the decision of a consumer to contribute to the socially responsible initiatives of a business entity is determined by their information, moral compatibility, accessibility, image and reliability of the business entity and opinions of other consumers [13,14,15,16]. This kind of structure helps to determine the main variables having a significant influence on a certain sign and dimension.

Before performing the analysis of the impact of signs on consumer behavior, we will classify the more suitable consumer-significant variables to these signs. It should be noted that the results of the research largely depend on the choice of variables; thus, it is very important to include the variables in the analysis which would have a great influence on the means of promoting social consciousness used by retail chains. Thus, the most important means which affect the social responsibility of consumers to the maximum extent and, which of them limit the social responsibility of consumers, were identified. The classified signs were also divided into certain criteria, which reflected the chosen sign in the best way. It should be noted there is no clear order of evaluation in scientific literature enabling the inclusion of variables in developed models; therefore, the research was performed on the basis of research performed by different authors and analyses of the criteria making appropriate signs (see Figure 1).

Criteria making information as a sign. Scientific literature notes that information is one of the strongest powers which can change a buyer’s behavior [13,70,71,72]. Basically, the amount, intensity, type and sources of transmission affect the decision of a consumer to become involved in a socially responsible activity. The consumer can be encouraged to contribute to the initiatives of a business entity related to social responsibility only if they receive enough information [21,73,74]. Moreover, many studies emphasize that the reaction of consumers largely depends on the type of information that reaches them [75,76,77,78]. Despite this, it is important that all necessary information reaches the audience; thus, in this case, business entities should examine the age, education, etc., of the audience and choose proper channels for the provision of information. Many authors state that business entities should choose newspapers, radio or television as source of information to attract elderly consumers; meanwhile, it should choose the Internet or phones as the main approaches to provide information which reaches younger consumers [79,80,81,82]. Some scientists have analyzed how to provide information to consumers and actively determined that the information provided in the places of sale or provided by shop assistants or friends or different experiences by others on media are regarded more highly by consumers [83,84,85,86,87,88].

Criteria making moral compatibility as a sign. Scientific researchers also emphasize that the decision of consumers of whether to join a socially responsible activity executed by business entities is determined both by information and moral compatibility of an item or program with the values nurtured by a consumer [14,89]. Every business entity should match the consumer’s socially responsible activity to the values of the consumer in order to capture their attention and encourage them to contribute to it.

Criteria making image as a sign. Many scientists state that the main criteria determining the image of a business entity in the society are as follows: involvement of the business entity in the socially responsible activity [15,90], its daily interaction with consumers [91] and image formed by other entities about this business development [92,93]. The degree of involvement of a business entity in a socially responsible activity has a decisive influence on the formation of their image among consumers [71].

Criteria making reliability as a sign. Reliability is one of the main signs determining the involvement of consumers in the socially responsible activities. According to the scientific literature, reliability is formed considering the following main criteria: whether notifications are given on the socially responsible activity performed or being performed [94], in which channels information is obtained [95,96], and whether something more than just financial support is involved [94]. Basically, for this reason, business entities should constantly inform the socially responsible activities performed because it has a positive impact on consumers, promotes trust and improves the name of the company. Moreover, research has shown that some business entities involve non-governmental organizations in the execution of a socially responsible activity because consumers are more likely to trust the information provided by these organizations on the social responsibility of a business entity [97]. Some authors emphasize that some consumers trust socially responsible activities carried out by business entities which include more than just financial support, i.e., support with products or voluntary work [98,99]. All these signs are defined as key for creating reliability.

Criteria of the sign related to persons surrounding a consumer. Different authors emphasize that those persons who are disappointed and discontent with a certain product spread negative information on a business entity much more often compared with the satisfaction and dissemination of positive information [16,100]. Some researchers have shown that consumers express their positive or negative opinions to about 35% of people in their social environment [26]. This has a strong effect on the consumer’s decision to participate in a certain program with a social basis and buy a certain product with a social basis.

Criteria making accessibility as a sign. Social responsibility includes both the purchase of goods and participation in different programs. Thus, it would be expedient to separate these two fields and evaluate each of them separately. In order to develop an accurate model, this sign was divided into two main criteria, enabling the determination of whether business entities create favorable conditions for the involvement of consumers in socially responsible programs and whether those favorable conditions are created in order to encourage consumers to buy products with a social basis. Additionally, it was determined that different authors emphasize the following elements of this sign related to the use of products with a social basis: assortment and price. These two elements have a major impact on the involvement of a consumer in the use of products with a social basis [101,102,103]. The authors of this article also noticed that price is one of the main factors having a decisive influence on the choice of the brand, time of purchase and quantity of bought items. Thus, considering those elements, consumers can decide on their involvement in socially responsible programs.

All these variables and elements enable the creation of a model enabling evaluations of the social responsibility of retail chains directed to the encouragement of consumers and determining which means have the greatest influence on the encouragement of a consumer to join the socially responsible activities of business entities or identify the limiting reasons.

3.2. The Sample

Object of the research. Elderly consumers were chosen as the research object, whose were aged over 55 and shopped at one of the largest trade chains of Lithuania selling alimentary products. This group of consumers was chosen considering the method of age classification used by the Statistical Department of Lithuania. After separating independent consumers who were able to earn for a living and those who were aged 20 and over, the population was divided into two equal parts, and elderly consumers were chosen as the research object, i.e., those older than 55. The same choice was also affected by the fact the consumers belonging to this group can be considered as some of the most vulnerable in society, whose degree of involvement in socially responsible activities is influenced by various reasons which limit the absorption of means of effect applied by business entities. For this reason, business entities acting in the retail trade should identify these reasons and choose such means which would affect elderly consumers and encourage them to contribute to a socially responsible activity.

Moreover, the choice of consumers belonging to that group of population minimizes the likelihood of a mistake in cases where consumers think they are socially responsible despite being involved in an activity once or twice under the influence of certain circumstances. Thus, such persons cannot be identified as socially responsible consumers. Meanwhile, elderly consumers tend to follow their established habits and traditions. Thus, they are socially responsible and become involved in the socially responsible activity, or do not promote any ideas of social responsibility and do not contribute to the initiatives of social responsibility supported by retail chains. Thus, we can assume that the means applied by the trade chains can affect them to a large extent, or not have any influence on the promotion of their social responsibility. The formed attitudes, traditions and long-lasting actions of elderly consumers mean that this population is very difficult to influence; therefore, business entities should determine and apply effective means of encouragement.

Choice of method. It was decided to conduct practical research through interview surveys. This choice was determined by the flexibility of the method itself; unclear questions could be explained to the respondent to ensure that they understood the essence of the question and the answer. Elderly people as research subjects can encounter certain obstacles while answering questions; thus, the chosen method of research minimizes the likelihood of possible mistakes. Furthermore, it reduces the likelihood of possible non-answering if respondents do not want to answer the questions. Thus, this method creates a relatively small sample compared with the method during which questionnaires are given. Notably, this method can bring some disadvantages related to the likelihood of possible mistakes made due to direct communications between the researcher and the respondent.

Compilation of questions of the questionnaire. In order to perform a proper evaluation and to identify which means have the greatest influence on consumers’ decision to join a socially responsible activity and which means limit it, a questionnaire was compiled based on Likert-scale responses. Respondents were able to evaluate each question from 1 to 5, where the lowest value represented the most negative attitude of a consumer towards a certain question, and the highest value represented the most positive attitude. This kind of evaluation lets us express qualitative indicators in a quantitative way.

According to the scientific literature and created evaluation models, a questionnaire of 17 questions was compiled (see

Table 1. Questions asked to the respondents.

Questions	Description
Question 1. How often do you contribute to the activities of social responsibility organized by trade chains?	Questions 1 and 2 are intended to determine whether older users are encouraged getting involved in the socially responsible activity in the fields of environmental protection and charity/support, and which key reasons encourage and limit their decisions.
Question 2. What reasons determine your decision to participate/not to participate in the activities of social responsibility?
Question 3. How do you find out about the campaigns organized by trade chains and what effect do they have on you? Different sources were provided on this question.	Questions 3, 4 and 5 were created in order to evaluate the importance of information as a sign to users. It shows the impact of the amount of information, negative information and different information transfer sources on the involvement of users in the socially responsible activity.
Question 4. How often do you access information on the campaigns of that type? Environmental programs and charity/support separately.
Question 5. Have you ever encountered any negative information deterring you from further involvement in socially responsible activities? How does it change your opinion? Environmental programs and charity/support separately.
Question 6. How do you assess whether these campaigns are necessary or not? Why? Environmental programs and charity/support separately.	Questions 6 and 7 were formed in order to evaluate the importance of moral compatibility as a sign to users. The compiled questions are intended to ascertain whether users accept such campaigns and which values are the most important for them.
Question 7. Which values are important for you—helping the poor, supporting families with many children, etc.
Question 8. How often do you participate in these programs or buy articles with a social focus? Environmental programs and charity/support separately.	Questions 8, 9 and 10 were created in order to find which forms of social responsibility are the most acceptable to users and which reasons limit their involvement in socially responsible activity.
Question 9. What reasons affect your decision to buy/not to buy articles with the basis of social responsibility? How strongly do these reasons affect you? Environmental programs and charity/support separately.
Question 10. What reasons affect your decision to become involved in the socially responsible campaigns/program? How strongly do these reasons affect you? Environmental programs and charity/support separately.
Question 11. How much does the image of the trade chain affect your decision to participate in the socially responsible activity? Why? Environmental programs and charity/support separately.	Questions 11, 12, 13 and 14 are intended to ascertain the importance of the image as a sign for the involvement of users in the socially responsible activity. The recent questions are intended to identify in what way the degree of involvement of a trade chain in the socially responsible activity, experience of users during their shopping and information on trade chains spread by various organizations affect a user and their decision to contribute to social responsibility.
Question 12. In what way your does experience during shopping affect your decision to contribute/not to contribute to the socially responsible activity? Environmental programs and charity/support separately.
Question 13. Does negative/positive information on retail chains provided by different organizations affect your decision to contribute to the socially responsible activity? Environmental programs and charity/support separately.
Question 14. Was your involvement affected by the image of the chain in the field of social responsibility and degree of its involvement in socially responsible activities? Environmental programs and charity/support separately.
Question 15. Do you trust any activities carried out by trade chains and do you believe the support will be used for its purpose and collected waste will be discarded properly? Why? Environmental programs and charity/support separately.	Questions 15 and 16 are created in order to find out whether older users trust the activity of trade chains in the field of social responsibility and which actions mostly shape their trust.
Question 16. What forms your trust in social responsibility and how much does it affect you? For example, the program includes more than just monetary support, etc. Evaluating environmental programs and charity/support separately.
Question 17. Do your friends, relatives, etc., encourage you to contribute to the socially responsible activities? How does it affect your decision? Environmental programs and charity/support separately.	Question 17 is intended to ascertain in what way person’s social environment affect their behavior and decision to become involved in the socially responsible activity.

).

The compiled questionnaire is based on the construct of the accentuated model and its goal is to compile a model defining the most important fields, which should mostly be developed by retail chains in order to encourage the involvement of users in the socially responsible activity.

Place of research. In order to obtain data which are as representative as possible, the research was performed in one of the largest cities in Lithuania—Vilnius. The decision was influenced by the fact that consumers living in bigger cities have more choices in retail chains compared with consumers in smaller towns. Moreover, consumers in bigger cities pay more attention to the shopping process, searching for information on the activities of retail chains, searching for information about the company itself, its image, etc. Additionally, at the same time, consumers of small towns do not frequent shopping centers as often; many people often buy things once per week. Vilnius was chosen due to these aforementioned reasons.

Determination of the sample. In order to obtain representative data reflecting the means used by retail chains for the involvement of elderly users in the socially responsible activities initiated or supported by those business subjects and reasons limiting their involvement, the Panniot formula was used:

$$n=1/\left({\Delta }^2+1/N\right)$$

(1)

where n is the number of necessary respondents in order to obtain representative data with a likelihood of 0.954 sample bias, Δ is the reliability interval (0.05), and N is the number of people aged 55 and over living in the city.

In order to satisfy the 0.05 reliability interval with a likelihood of 95% bias, at least 399 respondents needed to participate in this survey.

Performance of the research. This study was carried out in different trade chains through surveying their consumers. In order to survey visitors of as many different retail chains as possible, the research was carried out in different trade chains in Vilnius. Respondents were chosen by applying a random selection method, although satisfying the criteria of those aged 55 and over. A total of 482 respondents were surveyed, involving 289 women and 193 men. In order to obtain the most accurate results and identify at what age, education, etc., consumers were exposed to measures describing social responsibility, respondents were asked to provide personal information that revealed the characteristics of the respondents (see

Table 2. Demographics of the participants.

Demographics	Percentage
Gender
Male	40
Female	60
Age
Between 55 and 65	38
Between 65 and 75	48
Over 75	14
Educational background
Less than primary, primary education	1
Upper secondary, post-secondary, non-tertiary education	32
Tertiary education	67
Marital status
Single	15
Married	23
Divorced/separated/windowed	62

).

Regarding the respondents, it is noted that both men and women actively participated in the study which accounted for 40% and 60% of all respondents, respectively. The majority of respondents were aged between 55 and 75 years old, had completed higher education, and who could be described as single, divorced, or widowed.

3.3. Reliability of the Results and Questionnaire

Considering that results can be affected by different factors; it is very important to determine the reliability of the research. The opinions of respondents are often different, and other factors could affect their opinion during the interviews (for example, a lack of time); thus, the degree of data compatibility should be checked after performing the research. Using SPSS (Statistical Package for Social Sciences), the authors of this article have checked whether answers of respondents during the interview are reliable, and the research performed can be considered as significant. In order to check the reliability of this research, two stages were evaluated: determining the reliability of respondents having participated in the interview; and evaluating the compatibility level of their answers as well as determining the internal reliability of the questionnaire.

To evaluate the users’ answers, the concordance coefficient was used. It should be noted that if the calculated concordance coefficient is close to 1, it means that the opinions of respondents are very similar; moreover, an approximation to 0 shows that the respondents disagree in certain issues and the results of the research are not reliable. The answers of respondents can be considered reliable when the actual value exceeds the theoretical value, which is equal to 16.919 (see

Table 3. Evaluation of the reliability of answers.

Dimension of Social Responsibility	Concordance Coefficient (W)	Results
Environmental element	0.164	The opinions of consumers are similar and the actual value (32.432) is greater than the theoretical value (16.919).
Social element	0.371	The opinions of consumers are similar and actual value (67.541) is greater than theoretical value (16.919).

).

Analysis showed that the answers of respondents obtained during the interview were reliable and could be applied for further analysis. The reliability is based on the significance of the calculated concordance coefficient when the actual value exceeds the theoretical value.

Furthermore, Cronbach’s alpha coefficient was used to check the correlation between individual questions of the questionnaire. If Cronbach’s alpha coefficient is between 0.6 and 1, the questions are similar to each other and correlate. Thus, the higher value means more reliable results of the research (see

Table 4. Evaluation of reliability of questionnaire.

Dimension of Social Responsibility	Cronbach’s Alpha Coefficient	Results
Environmental element	0.797	The coefficient exceeds 0.6; thus, questionnaire was compiled properly, and the results are reliable.
Social element	0.735	The coefficient exceeds 0.6; thus, the questionnaire was compiled properly, and the results are reliable.

).

It helped to evaluate whether all the questions reflected the researched value sufficiently, and it was found that the Cronbach’s alpha coefficient of variables of social responsibility directed to encouraging consumers to contribute to environmental protection was 0.797, and variables of social responsibility directed to the encouragement of consumers to contribute to the support of different social groups was 0.735. It exceeded 0.6; therefore, the questionnaire was compiled properly and the results are proven to be reliable. This analysis demonstrated the reliability of the questionnaire; thus, we can suggest that the survey performed was reliable and its results can be applied in practice.

4. Results

The research performed here showed that elder users were more inclined to contribute to socially responsible programs and buy articles with a social basis related to the support of different social groups and paid less attention to the activity related to the implementation of environmental initiatives. Thus, H1 can be approved. Additionally, it was found that the spread of information on television can be distinguished as an approach having one of the greatest impacts on involvement and supporting social groups and the lowest impact on contributions to the environmental field; thus, H2 can be rejected. Furthermore, the values nurtured by users were related to environmental protection and support for different social groups at the same level; thus, H3 can be rejected as well. It was identified that users were more inclined to trust subjects involving other subjects in socially responsible initiatives; thus, H4 can be rejected.

Considering the results of this research, and to determine the references of acting retail chains in the field of promoting the social responsibility of consumers, a model indicating the relevant factors was developed. The most significant variables were chosen in order to evaluate the impact of each variable on the criteria, the impact of the criteria on the signs and the impact of each sign on the dimension, respectively. It is not effective to use all relative indicators to evaluate of social responsibility of consumers; therefore, variables were chosen for further research by applying the correlative analysis. This type of analysis can define the strength and direction of the linear interdependency of two variables; thus, the more the number approaches −1, the stronger the negative interdependency is between variables. At the same time, the more the meaning approaches 1, the stronger the positive interdependency is between the variables. Thus, it was decided to use Spearman’s range correlation coefficient [104].

In order to check the correlation between the means of promoting the social responsibility of consumers applied by individual retail chains, Spearman’s coefficient was used, calculated with the SSPS statistical data analysis program (see below).

$$\rho =1-\frac{6\sum d_i^2}{n\left(n^2-1\right)}$$

(2)

where ρ is the correlation coefficient of non-parametric variables, d is the difference between appropriate meanings x and y of each range (in this case, between the indicators affecting the social responsibility of users and indicators of involvement in the socially responsible activity, and n is the number of pairs of variables d²_i.

The choice of this coefficient was determined by the fact that the methodology was not applied to the meaning of variables, but to their ranges. Furthermore, Spearman’s coefficient is useful in cases where there are scant data to be analyzed. The null hypothesis was checked for each pair of variables, which meant that the correlation coefficient was equal to zero. Thus, considering the results of the correlative analysis, pairs of variables were selected whose null hypothesis was not denied with the selected significance level of 0.05. Thus, if the obtained meaning did not exceed the significance level, the null hypothesis was not denied; at the same time, it was considered that the difference between the meanings of the correlation coefficients and zero was insignificant, and vice versa—if the meaning exceeded the significance level, the null hypothesis was denied, and it was considered that there was a statistically significant linear relationship between the variables. Thus, in respect to the last condition and after performing the correlative analysis, 12 significant variables were identified in the environmental element dimension (environmental protection), and 21 significant variables were identified in the social element dimension (charity and support), as shown in

Table 5. Correlative analysis of variables (environmental element and social element).

Sign	Environmental Protection	Social Element
Information	Ratio/frequency of negative information/impact of negative information	Frequency of information/frequency of negative information/impact of negative information
Moral alignment	Need for campaigns/protection of animals	Need for campaigns/support the poor/support families/support children/support women/encourage learning and eating healthy food/develop children’s talents/road disputes
Accessibility	Quality of goods/place and time	Price/place and time
Image	Image in social responsibility	Image of social responsibility
Reliability	Trust of activities/reports of activities/includes more than monetary support	Trust of activities/reports of activities/chain acts alone/acts with other organizations/includes more than monetary support
Persons surrounding a user	Impact from friends	Impact from friends

.

Moreover, it should be emphasized that correlation does not indicate a causal relationship; thus, after performing correlative analysis and noticing the interdependency of two variables, we cannot say that there is a causal–consequential relationship between these variables. Therefore, multiple regression models were applied, which enabled us to analyze the impact of more than two variables on the dependent variable, Y. This is expressed in the following model:

Y = a + b₁·X_1i + b₂·X_2i + … + b_k·X_ki + e_i

(3)

where Y is the dependent variable (social responsibility of users), X₁ = X_1p, … X_k are the means of the independent variables, a, b₁, b₂, … b_k are unknown constants, and e_i is the accidental error.

The chosen model of regression was applied, considering the assumptions that it was applied for range variables and assuming that all errors (e) were occasionally distributed values. Thus, in order to select the most significant variables, a decision was made to use the SSPS program package to perform the regression analysis. This enabled the identification of factors mostly affecting users’ involvement in the field of environmental protection (see

Table 6. Factors mostly affecting the involvement of users in socially responsible activities in the field of environmental protection.

Model		Unstandardized Coefficients		Standardized Coefficients	T	Sig.	Collinearity Statistics
		B	Std. Error	Beta			Tolerance	VIF
1	Radio	0.421	0.078	0.353	4.998	0.000	0.143	7.099
2	Impact of negative information	−0.151	0.046	−0.109	−2.482	0.018	0.382	2.639
3	Business image in socially responsible activities	0.406	0.059	0.581	7.096	0.000	0.109	9.354
4	Groups of people surrounding a consumer	0.199	0.064	0.169	2.904	0.005	0.218	4.614

).

Furthermore, multiple regression analysis was performed in order to identify factors mostly affecting users’ involvement in the field of supporting different social groups (see

Table 7. Factors mostly affecting the contribution of users to the support of different social groups.

Model		Unstandardized Coefficients		Standardized Coefficients	T	Sig.	Collinearity Statistics
		B	Std. Error	Beta			Tolerance	VIF
1	Quantity of information	0.759	0.076	0.796	9.546	0.000	0.164	6.245
2	Impact of negative information	−0.164	0.063	−0.121	−2.441	0.019	0.436	2.323
3	Groups of people surrounding a consumer	0.199	0.087	0.289	3.791	0.000	0.191	5.327

).

The weights of each variable were determined, and the coefficients of signs were calculated in the same way after determining the coefficients of criteria (see Figure 2).

By analyzing environmental protection as a form of social responsibility, it was found that the provision of information via radio, as well as the impact of negative information on consumers, were the most important variables, indicating the importance of information. Notably, the expressed coefficients of signs had one negative meaning, expressed in the signs of the type of information. It showed that an increased amount of negative information about the program or company itself reduced the number of consumers seeking involvement in socially responsible activities. Moreover, negative information has a very strong impact on consumers’ decision and affects their behavior to not be socially responsible, to a greater degree as compared with positive information and consumers’ involvement in socially responsible activities. All other factors had a positive impact on consumers and encouraged social consciousness. Moreover, it was found that consumers are strongly affected by the sources of transmission of information, and the biggest effect they feel is when this type of information is provided by radio. This research revealed that the involvement of business entities in social responsibility in the field of environmental protection had a dominant position in the formation of a company’s image. Additionally, the more a business entity becomes involved in socially responsible activities, the more positive the image formed among consumers. Another factor which has a considerable influence on social responsibility is the consumer’s social environment and people by whom they are surrounded. It was noticed that this has a key impact on a consumer’s decision to become involved in a socially responsible activity.

Thus, after evaluating all criteria and determining all coefficients of signs, the model of involvement of consumers in socially responsible activities related to the environmental protection was derived with the following formula:

Environmental protection = 0.270a + 0.406c + 0.199e

(4)

where a is the information, c is the company’s image, and e is the groups of people surrounding a consumer.

The model of social responsibility of retail chains directed at encouraging consumers to contribute to charity and offer support was developed according to the same principles. Significant variables were identified by using correlative analysis; after determining any significant variables and their weights, the coefficients of every distinguished criterion were determined (see Figure 3).

Exactly in the same manner as in the dimension of environmental protection, the coefficients in the dimension of charity and support had positive and negative meanings. It was found that the type of information had a considerable impact on consumers’ decisions; for example, the frequency of negative information was assigned a negative meaning, because the increase in the amount of negative information on retail chains caused a reduction in the involvement of consumers. The analysis enabled us to identify that the most important signs are related to information and the influence of other people. The frequency and quantity of information determines the positive meaning of information as a sign. In addition, the analysis showed that the attention of consumers to social responsibility was especially related to the influence exerted by people in their social environment. Thus, taking this into account, the model of social responsibility of retail chains directed to the encouragement of consumers to become involved in charity and support was derived as the following expression:

Charity/Support = 0.595a + 0.339e

(5)

where a is the information, and e is the groups of people surrounding the consumer.

This shows that in order to involve more people in socially responsible activities related to charity and support, retail chains should concentrate their efforts not only on information, but also on people’s prior experiences, because consumers influence each other by sharing different opinions and experiences.

This research enabled us to identify the most important signs affecting the decisions of consumers and demonstrated the importance of each of them by determining the weights of every sign. It allowed us to identify exactly what impacts the involvement of older consumers have on a socially responsible activity in two dimensions—the environment and charity/support. It should be noted that these models could be also used by other business entities acting in the retail trade, which are interested in involving older consumers in social responsibility.

5. Conclusions

The behavior of consumers and their decisions to perform socially responsible activities was mostly affected by the balance between different signs: the information obtained; campaigns initiated or supported by the subject business and the moral compatibility of consumers as well as the image formed by the business entity in society; trust in the activity of the business in the field of social responsibility; the influence of the consumer’s social environment; and the accessibility for users to become involved in the socially responsible activity.

In order to promote the social responsibility of consumers in the field of environmental protection, business entities should pay more attention to information, the formation of their image and consumers themselves. It was also found that information has the largest influence on older consumers if it is disseminated on the radio. Moreover, retail chains should try to reduce the amount of negative information, because it has the strongest impact on consumers’ decision to be involved in a socially responsible activity. Furthermore, because the image of the company is vital, companies should foster a good perception of their actions in the field of social responsibility. Persons surrounding consumers also influence them; thus, business entities should orient towards every consumer and the satisfaction of their needs.

In order to encourage the involvement of consumers in a socially responsible activity related to the support of different social groups, retail chains should pay attention to two things: information and consumers. Consumers were more inclined to contribute to the support of different social groups in cases where they had sufficient information related to support. In the same manner as involvement in environmental protection programs, people are highly affected by the type of information which reaches them; thus, companies should try to reduce the flow of negative information as much as possible. Moreover, business entities should pay adequate attention to every consumer, as in the case of environmental protection.

Through empirical research, some models have been created here. The weight of each sign defining its importance in the promotion of social responsibility of consumers was also determined. This model has a long-lasting value, because it can be used by other business entities developing their activity in the retail trade. In comparison with previous studies, this analysis combines different factors identified in the scientific literature that influence the promotion of social responsibility among members of society. Analysis of the scientific literature showed that previous studies have focused on the effects of one or more consumer components. Different authors have noted the importance of information on socially responsible activity and the impact of negative information on the decline in consumer engagement in socially responsible activities. The same results were also demonstrated in the latter research, but unlike other studies by the authors, the research showed that the socially responsible activity of older consumers is mainly influenced by the provision of information on the radio. The amount of information provided is also important. Research conducted by other authors revealed that consumers’ socially responsible activities are mostly influenced by the television or the Internet. Additionally, the available scientific literature and conducted research emphasize the impact of a corporate image and the people surrounding the consumer on their decision to engage in socially responsible activities. However, unlike previous studies, the latter analysis and the developed evaluation model provide a broader interpretation of the promotion of consumer social responsibility by including individual components that encompass both environmental and social elements. Such a breakdown facilitates the comprehensive assessment of the impact of CSR on consumers’ social awareness and provides guidance on the fields on which enterprises can focus to promote social responsibilities directed towards the environment or society itself.

Furthermore, this study of social responsibility has great contemporary importance, as more European countries are experiencing the phenomenon of an aging society (low birth rates, increasing number of older people), which requires businesses to look for new ways to promote social responsibility in this population. As a result, identification of the most well-known factors and the choice of appropriate measures becomes important for promoting social awareness in society. This study reveals and complements previous studies which have concentrated on the effects of individual factors on consumers and have not identified which have the greatest impact.

In this regard, it can be stated that the research carried out has both scientific and practical value and significance. The research performed here has scientific value because it conveys the influence of factors inciting social awareness of until now distinguished consumers and their decision to involve themselves in socially responsible activities. The results have practical significance because the compiled models show which areas retail trade networks should consider in order to influence the social responsibility of consumers. Future research may be performed in the following directions: (1) expanding the research field and including additional variables in the assessment model, which incite the social awareness of consumers; (2) conducting similar research with other age groups, including students, etc.; (3) conducting similar research in other sectors, e.g., wholesale trade, etc.; and (4) conducting similar research but only in certain retail trade networks, such as those trading only in household appliances, etc. Thus, the compiled models and applied methodology may be widely used in practice and when performing further research.

6. Limitations and Future Research

As with any research, this study inevitably had some limitations that should be taken into account when conducting further research in this area. First, the research was conducted by assessing the social responsibility of consumers and their willingness to contribute to such activities in the largest city in Lithuania—Vilnius. When performing the evaluation in other cities or regions, the size of business entities and the availability of socially responsible activities to consumers, consumer characteristics, etc., should be taken into account. In this regard, further research should encompass more consumers in different geographical areas, both urban and rural, and the research should be expanded with evaluations performed in different countries. The research could also be expanded to not only to assess the involvement of older members of society (55+ years) in socially responsible activity, but also include other age groups, which would enable identification of the factors that encourage the involvement of younger residents in socially responsible activities related to environmental protection and charity/support. In addition, further research may include assessments in countries that foster different cultures, values, etc. (e.g., Asian, European, etc.).