Premium
Consumers' heterogeneous preferences for corporate social responsibility in the food industry
Author(s) -
Lerro Marco,
Vecchio Riccardo,
Caracciolo Francesco,
Pascucci Stefano,
Cembalo Luigi
Publication year - 2018
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.1519
Subject(s) - corporate social responsibility , business , marketing , sample (material) , willingness to pay , relevance (law) , social responsibility , public relations , economics , chemistry , political science , chromatography , law , microeconomics
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.