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How Consumers Respond to Corporate Social Responsibility Initiatives: A Cluster Analysis of Dairy Consumers

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  • McFadden, Dawn Thilmany
  • Deselnicu, Oana
  • Costanigro, Marco

Abstract

Corporate branding has been a key marketing strategy for many decades, but the nature and focus of branding activities has evolved along with the interests and buying motivations of consumers, especially in the food sector. An increasing number of food companies are creating loyal customers by positioning their products in a manner that addresses concerns buyers may have about the environment, food safety, community issues and other social issues. In this study, we highlight the common themes that milk consumers may prefer to support with their buying dollars, some that are common across the whole population (animal welfare) and others that vary across distinguishable consumer segments (support for economy, environmental impact).

Suggested Citation

  • McFadden, Dawn Thilmany & Deselnicu, Oana & Costanigro, Marco, 2013. "How Consumers Respond to Corporate Social Responsibility Initiatives: A Cluster Analysis of Dairy Consumers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 44(1), pages 1-8, March.
    • Handle: RePEc:ags:jlofdr:158774
    DOI: 10.22004/ag.econ.158774
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    References listed on IDEAS

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    1. Craig A. Bond & Dawn Thilmany & Jennifer Keeling Bond, 2008. "Understanding consumer interest in product and process-based attributes for fresh produce," Agribusiness, John Wiley & Sons, Ltd., vol. 24(2), pages 231-252.
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    Cited by:

    1. Rahman, Fathony & Norman, Ruth T., 2016. "The effect of firm scale and CSR geographical scope of impact on consumers' response," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 189-198.
    2. Anupam Singh & Priyanka Verma, 2018. "Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective," Global Business Review, International Management Institute, vol. 19(1), pages 85-98, February.

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