Corporate social responsibility programs of big food in Australia: a content analysis of industry documents
Data(s) |
01/12/2015
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Resumo |
OBJECTIVE: To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected 'Big Food' companies. METHODS: A mixed methods content analysis was used to analyse the information contained on Australian Big Food company websites. Data sources included company CSR reports and web-based content that related to CSR initiatives employed in Australia. RESULTS: A total of 256 CSR activities were identified across six organisations. Of these, the majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) or community (19.5%). CONCLUSIONS: Big Food companies appear to be using CSR activities to: 1) build brand image through initiatives associated with the environment and responsibility to consumers; 2) target parents and children through community activities; and 3) align themselves with respected organisations and events in an effort to transfer their positive image attributes to their own brands. IMPLICATIONS: Results highlight the type of CSR strategies Big Food companies are employing. These findings serve as a guide to mapping and monitoring CSR as a specific form of marketing. |
Identificador | |
Idioma(s) |
eng |
Publicador |
Wiley |
Relação |
http://dro.deakin.edu.au/eserv/DU:30079346/thomas-corporatesocial-2015.pdf http://dro.deakin.edu.au/eserv/DU:30079346/thomas-corporatesocial-inpress-2015.pdf http://www.dx.doi.org/10.1111/1753-6405.12429 |
Direitos |
2015, Wiley |
Palavras-Chave | #Corporate social responsibility #industry #marketing |
Tipo |
Journal Article |