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

• Main Author: Spyra Zbigniew
• Format: Article
• Language: English
• Published: The Institute of Aviation 2017-12-01
• Series: Marketing of Scientific and Research Organisations
• Subjects: care for the environment; CSR; protection of the environment; retailer’s private label; social reporting; the image of retailer’s private label
• Online Access: http://minib.pl/en/environmental-aspects-as-an-area-of-csr-and-building-the-image-of-retailers-private-labels/
• ISSN: 2353-8503; 2353-8414

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.