Exploring Consumer Behaviour and Perceptions: The Role of Enterprise Social Responsibility in Kosovo’s Developing Market

Nadire Loku; Afrim Loku

doi:10.17573/cepar.2025.1.09

Authors

Nadire Loku College of Business Prishtina, Kosovo https://orcid.org/0000-0002-6212-0345
Afrim Loku University of Applied Sciences in Ferizaj, Kosovo https://orcid.org/0000-0001-8847-9631

DOI:

https://doi.org/10.17573/cepar.2025.1.09

Keywords:

attitude-behaviour gap, consumer behaviour, corporate ethics, corporate social responsibility, enterprise social responsibility, sustainability, transparency

Abstract

Purpose: This study examines consumer perceptions, attitudes, and behavioural responses to Enterprise Social Responsibility (ESR) within Kosovo’s developing market.
Design/methodology/approach: Drawing on structured quantitative survey data (n = 182), the research analyses how demographic characteristics—in particular gender, age, education, and economic status— influence consumers’ understanding and evaluation of ESR practices. Although there is broad conceptual support for socially responsible business conduct, actual consumer behaviour remains contingent on productrelated factors such as quality, price, and availability.
Findings: The study identifies a significant attitude-behaviour gap, revealing a disconnect between ethical preferences and market actions. Furthermore, consumers display limited trust in selfpromotional ESR campaigns, favouring externally validated or regulatorydriven approaches. These findings underscore the critical role of transparency and authenticity in enhancing consumer trust and highlight the need for ESR strategies that are both contextsensitive and institutionally anchored.
Originality/significance/value: The study offers actionable insights for policymakers and practitioners seeking to strengthen corporate social responsibility frameworks and foster more sustainable consumer–enterprise relationships in transition economies.

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