Doing well by doing good: A quantitative investigation of the litter effect

Stuart Roper · Cathy Parker

47 citations0/0 files storedJournal of Business Research

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Environmental Sustainability in Business Corporate Social Responsibility Reporting Corporate Identity and Reputation

Abstract

Corporate social responsibility can prove challenging for traditional businesses as a profit-making agenda may well be in conflict with the wishes and expectations of other stakeholders. Nevertheless, if organizations can align the incentive of better business performance with beneficial outcomes on a wider social and/or environmental level, so called doing well by doing good, conflict ceases between the two aims. This paper investigates a particular global problem within the context of the fast-food industry. Discarded fast-food packaging is the fastest growing type of litter in many Western countries. The paper establishes, by using a quasi-experimental method (n = 1000), that multiple levels of a brand's evaluation are negatively affected when that brand's packaging is seen as litter. This paper also quantifies the financial impact of the litter effect on a company.

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2007G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences 2007The Social Responsibility of Business Is to Increase Its Profits 1957The Measurement of Meaning 2003Corporate Social and Financial Performance: A Meta-Analysis 1997THE CORPORATE SOCIAL PERFORMANCE-FINANCIAL PERFORMANCE LINK 1972Principles of Marketing 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2001Shareholder value, stakeholder management, and social issues: what's the bottom line?

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