RESPONSIBLE CORPORATE BEHAVIOUR TOWARDS CONSUMERS AND BUSINESS INNOVATION – PREREQUISITES OF SUSTAINABLE DEVELOPMENT. A STUDY ON EU COUNTRIES

The present study aims to highlight the role of responsible corporate behaviour towards consumers and business innovation in finding solutions for sustainability in EU countries. Determining the impact of responsible corporate behaviour towards consumers and business innovation on sustainable development was based on a specific measurement methodology that used essential components of every phenomenon, and on an analysis of the content of various databases such as the Eurostat and the Innovation Union Scoreboard 2014. We applied multifactorial regression to reveal that European countries whose organizations are socially responsible towards consumers and business innovative support sustainable development. The methodology employed to select indicators that define analysed phenomena and that are relevant to the analysis model generated certain limitations of this study. Future research may refine the methodology or identify other metrics, in the context of diversifying them.