Corporate Social Responsibility towards the LGBTQ+ community in Hungary
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| Format: | Thesis |
| Kulcsszavak: | business strategy consumer preferences CSR LGBTQ+ marketing strategy representation strategy |
| Online Access: | http://dolgozattar.uni-bge.hu/55152 |
| Abstract: | This thesis examines the landscape of Corporate Social Responsibility (CSR) towards theLGBTQ+ community in Hungary, particularly in the context of recent legislative changes andsocietal attitudes. Through an exploratory and empirical approach, the study addressesseveral key research questions. Firstly, it investigates the impact of the Amendment of theChild Protection Act on CSR practices of companies towards the LGBTQ+ community inHungary. Secondly, it explores the influence of incorporating queer elements in the media onconsumer behavior. Thirdly, it analyzes how corporate aspirations for social responsibilitytowards the queer community affect buyer perceptions and brand loyalty. Finally, it examinesthe general attitude of customers towards LGBTQ+ content in advertisements.Utilizing a quantitative research methodology, including a survey with a diverse set ofquestions, the study yields valuable insights into the perceptions and attitudes of a samplepopulation in Hungary regarding CSR towards the LGBTQ+ community. The findings reveala nuanced understanding of the complex landscape of opinions, highlighting both challengesand opportunities for companies engaging in CSR initiatives targeting the LGBTQ+community.One significant finding of the research is the complexity of the impact of marketing materialscontaining LGBTQ+ elements on consumer decisions, underscoring the need for amultifaceted approach to understanding these influences. Furthermore, the study delves intothe perceptions of the Pride march in Hungary, unveiling a polarized view with both positiveand negative sentiments.Overall, this thesis contributes to the growing body of literature on CSR and LGBTQ+ rights,offering valuable insights for companies, policymakers, and advocacy groups seeking tofoster inclusivity and social responsibility in Hungary and beyond. |
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