Considering the value of corporate social responsibility (CSR) for Supermarkets’ customers in Sweden and Egypt, quantiaive sudy, 18-10-2022

Sammanfattning: The values and ethical aspects of CSR has received a large number of researcher attentionover the last decade and this study is focused on value of CSR in the context of bothSweden and Egypt. Results of this Quantitative research indicated that customers attentionand purchase decisions are motivated by CSR activities by corporations if people aware ofthe importance of CSR value.Customers are frequently mentioned as the key stakeholder group, that appears to beconcerned about a company's corporate social responsibility (CSR) efforts. Also, thesubject frequently requires a balancing act between multiple stakeholder interests. Themain goal of this thesis research is to gain a better knowledge of the importance of CSRand customer perceptions in two countries: Sweden and Egypt. Furthermore, this researchsatisfies the need to understand the value of CSR in retailing supermarkets. The study wasconducted with the Swedish customers as the main country of the study and Egyptiancustomers as one of the largest eastern countries in the Middle East, the home country forone of the thesis authors too. The current literature on CSR in retailing supermarkets isstill in its infancy, allowing us to identify a research gap. Similar studies did not pay muchattention to the concept of CSR in the supermarket sector, or even the value of CSR in adeveloping country like Egypt. This study used a quantitative method to discover howcustomers in Sweden and Egypt value corporate social responsibility (CSR) in thesupermarket sector.We questioned customers in both countries (Sweden and Egypt) for the quantitativeportion of our study. We received 238 responses through our survey questions tounderstand what inspires them and what might influence their opinions about CSRinitiatives in supermarkets. Furthermore, we used the SPSS method tool to analyzewhether CSR efforts in supermarkets have a beneficial impact on customer perceptions ofCSR activities or not. Our findings suggest that CSR activities in supermarkets might be abeneficial strategy for enhancing customers' incentive to engage in green environmentalactions, such as Eco-friendliness, and hence can lead to better practices from customersthemselves in the future.