Analysis of consumer attitudes towards social responsibility campaigns: Field reasearch on the banks customers in Eskişehir province

Social responsibility, beyond the economic and legal obligations of a commercial company, is defined as the obligation to take initiatives beneficial to the community as a long-term goal. Today's people, being faster in the process of change minds, having different forms of perception and as consequence, constantly changing of the sense with the new stimuli, so they do not buy only the product or service but also values created by the product and service, and most importantly, the images created by the institutions. The communication strategy that will establish an emotional bond between institutions and consumers is a social responsibility application instrutment.Today, institutions that create social benefit within the competitive environment and in the process of differentiation, can differ from others by getting closer to the consumer and meeting not only commercial needs of the consumer but also take care of their social needs. An institution can strengthen its image by creating solutions for the society and communicate its image to the target group through messages. As it adds value to services and products it produces, an institution will have priority among its equivalents and will be preferred. Institutions that produce social benefits, and so able to spread in society, will have a more prestigious and valuable position than the others.Within this study, attitudes that consumers have towards social responsibility campaigns are examined.Key Words: Social Responsibility, Consumer, Attitude