FACTORS THAT MOTIVATE LATVIAN CONSUMERS TO PURCHASE PRODUCTS AND SERVICES FROM SOCIAL ENTERPRISES IN LATVIA: THE CASE OF SOCIALLY RESPONSIBLE CONSUMPTION

  • Kristīne Casno University of Latvia
  • Daina Šķiltere University of Latvia
  • Biruta Sloka University of Latvia
Keywords: social entrepreneurship, marketing, social enterprise, marketing research

Abstract

The purpose of the study is to research the relative importance of various factors that motivate Latvian consumers to purchase products and services from social enterprises in order to provide practical suggestions and recommendations for Latvian social enterprises that would allow them to improve their performance. The primary method used by the study is quantitative research by the means of an online survey of Latvian consumers. The results of the research indicate that Latvian consumers find the product / service quality aspects, as well as aspects of social responsibility and convenience of the shopping location, on average, as most motivating to purchase products / services of social enterprises. However, the results of factor analysis highlight the importance of emotional aspects during on-site shopping as well as the importance of digital presence. Such factors as pleasant atmosphere and friendly service have the highest potential to generate repeat purchases among Latvian consumers. Communication of social value is important, but should not be the only focus of social enterprises.

Author Biographies

Kristīne Casno, University of Latvia
Faculty of Business, Management and Economics
Daina Šķiltere, University of Latvia
Faculty of Business, Management and Economics
Biruta Sloka, University of Latvia
Faculty of Business, Management and Economics
Published
2019-10-29
Section
Managerial Aspects of European Integration