The Role of the State in the Field of Social Responsibility

Abstract

The CSR-oriented companies introduce some tools to demonstrate their environmental and social responsibility. Besides different activities which are presented in reports, certificates they apply for demonstration of their social and environmental engagement. Due to the increasing awareness among consumers there is an even greater demand for authentic and independent guaranteecertificates which confirm the social responsibility doings. So in the last few years the use of thematic trademarks which are signs of the responsibility has spread. The presented research focuses on a special segment of national park trademarks. The research questions within the framework of a standard interview are attempting to reveal how informed consumers are concerning the trademarks in use and whether the consumer favours those products and services that possess quality certificates. What are the expectations of the consumers in connection with products and services that hold the Hungarian National Park Product trademark? Do these certificated products and services mean benefits to consumers? The trademarks of the manufacturers and service providers give information to the customer on the advantage of the product and hence the whole life-cycle of the product is seen through. Probably due to this controlled quality and reliable origin the certified products are favoured. This kind of labelling means a kind of guarantee to the customer.