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Consumers¡ perception and response to CSR activities of food companies
Author(s) -
Chung HyunJung,
Lee MiYoung
Publication year - 2013
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.27.1_supplement.625.6
Subject(s) - corporate social responsibility , business , marketing , purchasing , product (mathematics) , reputation , perception , affect (linguistics) , metropolitan area , preference , advertising , psychology , public relations , economics , medicine , social science , geometry , mathematics , communication , pathology , neuroscience , sociology , political science , microeconomics
The purpose of this study is 1) to explore consumers¡ perceptions toward different types of CSR(Corporate Social Responsibility) activities for food companies, and 2) to investigate the relationship between consumers¡ perception of food companies¡ CSR activities, and consumers¡ attitudes toward that company and the purchasing intention of a product from that company. Data were collected through a survey with 200 college students living in metropolitan area. The result indicated that there are differences in consumers¡ perceived suitability depending on types of CSR activities of food companies. It is also found that food companies¡ CSR activities were positively affect consumers attitudes to that companies¡ reputation, trust, and preference, and consumers¡ attitude toward CSR activities also positively related to the consumer¡ s purchasing intention of a food product from the company. The results also indicated that there are significant differences in consumers¡ perception and responses to food companies CSR activities based on product type, and consumers¡ knowledge level of social responsibility.