Article2018

Consumers' heterogeneous preferences for corporate social responsibility in the food industry

Marco Lerro · Riccardo Vecchio · Francesco Caracciolo · Stefano Pascucci · Luigi Cembalo

65 citations0/0 files storedCorporate Social Responsibility and Environmental Management

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

Abstract

Abstract This study reveals the consumer side of corporate social responsibility (CSR) in the food industry, exploring awareness, preferences and willingness to pay for CSR of a representative sample of Italian households. The results clearly indicate that Italian consumers reveal a high level of awareness within clear, though heterogeneous, preferences for CSR initiatives. Five consumers' groups were identified: ‘environmentalists’, ‘pro‐socials’, ‘collectivists’, ‘animal friends’ and ‘selfish health centered’. Furthermore, the study reveals consumers' willingness to pay a premium price to reward food companies addressing their concerns and expectations in terms of CSR. Findings offer insights for business managers on how to promote CSR, developing communication and information strategies focusing on specific needs and personal relevance within a group of consumers.

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1979A Three-Dimensional Conceptual Model of Corporate Performance 2006Corporate Social Responsibility, Customer Satisfaction, and Market Value 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 1997CORPORATE SOCIAL PERFORMANCE AND ORGANIZATIONAL ATTRACTIVENESS TO PROSPECTIVE EMPLOYEES.2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication 2004Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives 2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior 1997Market Segmentation: Conceptual and Methodological Foundations

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