The role of NGO’s in national trademarks - with particular reference to the activities of the Hungarian Product Nonprofit Ltd
Abstract
In the light of pandemic has led to an increased demand for domestic products, it is important to examine the impact of NGOs as certification mark holders on consumersociety in terms of social responsibility. The ethnocentric consumer has an interest in promoting the purchase of domestic products. The focus of the present study is on Hungarian Product Nonprofit Ltd. as an NGO and the products labelled by the Hungarian
Product Trademark. The relationship betwen ethocentrism as a key concept and consumer perception of Hungarian Product Trademark labelled products is intoduced. The aim of the research is to show the role of civil society organisations in making consumer decisions, in promoting domestic products to consumers and how this impacts on social responsibility.
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