Özet:

As a result of the rise in public awareness and technological developments, consumers have become more sensitive to the events in their surroundings. This sensitivity is reflected both on the consumer culture, and everyday life practices. In this context, consumers want their brands to be sensitive to the issues that are relevant to the society and they show a positive attitude towards the brands that show this sensitivity. In other words, brands are oriented towards social responsibility projects in order to gain awareness, to increase brand loyalty, to improve its image, and to strengthen brand values. In this study, it was aimed to determine the relationship between consumers’ demographic characteristics and their attitudes towards brands that carried out social responsibility projects. To this end, a survey has been conducted with 435 consumers who shop at A101 markets on both sides of Istanbul. Questionnaires used in the study are based on attitude scales of Putrevu and Lord (1994), Peracchio and Meyers-Levi (1997). Thus, it has been examined whether there is a difference between consumers’ demographic characteristics including their age, gender, marital status, educational status and active working life in their attitudes towards brands which perform social  responsibility activities. According to the findings of the study, there is no significant relation between demographic characteristics including gender and being active in business life and their attitudes towards brands which performs social responsibility activities. However, there is a significant relation between their age, marital status and educational status and their attitudes towards brands which perform social responsibility projects.

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