Соціальна відповідальність АЗС крізь призму споживчих очікувань: емпіричний аналіз українського ринку

Abstract

UK: Досліджено пріоритетні напрямки розвитку соціальної відповідальності для ринку АЗС України в умовах воєнного стану та насиченого конкурентного середовища. Проведено всеукраїнське емпіричне дослідження з вибіркою 1007 респондентів для виявлення очікувань споживачів щодо соціальних ініціатив АЗС. Виявлено чотири пріоритетні напрямки: підтримка медичних закладів (27,7%), підтримка Збройних Сил України (24,5%), освітні ініціативи (14,6%) та екологічні проекти (12,9%). Встановлено низький рівень обізнаності споживачів про КСВ-ініціативи АЗС (14,9%) при позитивному ставленні до соціальної відповідальності (52,3%). Розроблено алгоритм імплементації КСВ-стратегій для компаній середнього сегменту ринку АЗС, що включає п'ять етапів реалізації. Запропоновано комплекс флагманських програм та науково обґрунтовано оптимальний КСВ-бюджет у розмірі 2,5% від доходу компанії.

EN: The priority directions for the development of social responsibility for the Ukrainian gas station market under martial law and saturated competitive environment have been studied. A nationwide empirical study with a sample of 1,007 respondents was conducted to identify consumer expectations regarding gas station social initiatives. Four priority areas were identified: support for medical institutions (27.7%), support for the Armed Forces of Ukraine (24.5%), educational initiatives (14.6%) and environmental projects (12.9%). A low level of consumer awareness of CSR initiatives of gas stations (14.9%) was established with a positive attitude towards social responsibility (52.3%). An algorithm for implementing CSR strategies for medium-segment gas station market companies was developed, which includes five stages of implementation. A complex of flagship programs was proposed and the optimal CSR budget of 2.5% of company revenue was scientifically substantiated. The research methodology is based on a quantitative approach using online surveys with a structured questionnaire. The target audience was defined as adult citizens of Ukraine aged 18+ with experience in using gas station services in the last 6 months. Sample formation was carried out according to the principle of convenience sampling with elements of quota selection by key demographic characteristics. Data collection was carried out over a month period, which allowed covering a representative sample of respondents and ensuring the quality of the obtained data. The obtained results demonstrate that Ukrainian consumers form a new paradigm of attitude towards corporate social responsibility under martial law conditions. More than half of respondents (52.3%) consider social responsibility important or very important, which creates a powerful foundation for developing this direction as a competitive advantage. At the same time, a critically low level of awareness (only 14.9% are well aware of gas station social initiatives) and a moderate level of trust (44.7%) indicate systemic problems in communication strategies and transparency of company reporting. Consumer readiness to financially support social initiatives through higher fuel prices was found to be limited but existing. The largest group of respondents (32.1%) is ready to pay extra up to 5%, which indicates understanding of the need for social projects while maintaining economic feasibility. The social activity of gas stations has a noticeable impact on consumer loyalty, although it is not a determining factor. The practical value of the article lies in providing science-based recommendations for developing effective CSR strategies for Ukrainian gas station companies, which can serve as a tool for increasing competitiveness in saturated market conditions and strengthening consumer loyalty in crisis periods.