Consumer Perception of IKEA's CSR Activities

This thesis explores the topic of corporate social responsibility (CSR) and the impact of CSR communication on consumer perception and behavior. The aim of this thesis is to verify the relationship between CSR activities and company communication and their impact on brand perception and consumer behavior using the example of IKEA. Corporate social responsibility is examined in relation to selected brand-related aspects, such as brand image, brand loyalty, brand equity, and consumer purchase intentions. The practical part of the thesis consists of an analysis of selected communication channels of IKEA in terms of accessibility of CSR information, intensity of communication related to responsible topics, and the content of this communication. This is followed by an original empirical study in the form of a questionnaire survey, the aim of which is to verify the relationship between CSR activities and consumer brand perception using statistical hypothesis testing. Based on the findings from the practical part, recommendations for improving IKEA's CSR communication are then formulated.