Socially responsible consumption in Russia: Prospects and opportunities for penetration of international experience

Abstract

Main goal of research is to find effective ways for Corporate Social Responsibility (CSR) strategic development and promotion of products under ethical claims in an emerging country on the case of Russia. Tasks are to understand how culture influences business-society relations in developed countries and in emerging countries, to compare multinational Fast Moving Consume Goods’ companies’ CSR Strategies in the UK and Russia, and to assess readiness of consumers in Russia to buy ethical products. The results show positive response to ethical products from consumers and that attitudes to CSR have direct positive influence to purchase intention. It is found that CSR in Russia should address to actual local problems, understandable to consumers. When designing product promotion strategy by the means of socially responsible marketing tools in Russia, managers should consider actual local problems and cultural specifics from one side, nature of products and international experience of boycotts from consumers – from another side. Then, CSR initiatives which address to local problems can be used in product promotion by the means of socially responsible marketing tools, used by company on mature markets.