Abstract: Svijest o potrebi društvene odgovornosti gospodarskih subjekata sve više raste. Svaki gospodarski subjekt, kao i trgovački lanci, uzimaju iz okruženja razne resurse potrebne za njihovo nesmetano poslovanje. Zajednica od trgovačkih lanaca očekuje da im tvrtka određenim društveno odgovornim praksama, vrati ono što su iz njihove zajednice uzeli. Postoji mnogo različitih načina na koje se prakse društveno odgovornog poslovanja mogu integrirati u poslovanje trgovačkih lanaca. U teorijskom dijelu rada, detaljno je razrađena tema društveno odgovornog poslovanja i njegove mogućnosti primjene u poslovanju trgovačkih lanaca. U praktičnom dijelu rada, možemo vidjeti prakse koje trgovački lanac Konzum koristi u svom poslovanju. Ujedno je provedeno istraživanje stavova i znanja potrošača o pojmu održivosti, kao i percepciji održivosti trgovačkog lanca Konzum. ; Awareness of the necessity of corporate social responsibility is steadily increasing among economic entities Each economic entity, including retail chains, draws upon various resources from the community in which they operate to facilitate their uninterrupted business operations. Communities expect retail chains to reciprocate through specific socially responsible practices for the resources they have taken from the community. There are numerous different ways in which corporate social responsibility practices can be implemented in the operations of retail chains. In the theoretical part of the thesis, the topic of corporate social responsibility and its potential applications in the operations of retail chains are thoroughly explored. In the practical part of the thesis, we can see the practices employed by the Konzum retail chain in its operations. At the same time, a research was conducted on consumer's attitudes and knowledge regarding the concept of sustainability, as well as the perception of sustainability of the Konzum retail chain.
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