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Consumer inferences of corporate social responsibility (CSR) claims on packaged foods

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  • Wei, Wei
  • Kim, Gaeul
  • Miao, Li
  • Behnke, Carl
  • Almanza, Barbara

Abstract

Food packages have emerged as an important Corporate Social Responsibility (CSR) communication tool. This study examined the effect of on-package CSR claims on consumers' health benefits perceptions, taste perception, attitude and behavioral intentions toward the food company. A 4 (CSR claims: none, food manufacturing, employee welfare, and eco-friendly packaging) by 2 (type of food: essential vs. indulgent) factorial experimental study was conducted to test the hypotheses. The findings demonstrate that consumer-oriented CSR claim (food manufacturing) is most strongly associated with consumers' health benefits perception, whereas employee-oriented CSR claim (employee welfare) is most strongly linked to taste perception and attitude toward the company. All CSR claims were found to positively influence consumers' intentions to purchase and willingness to pay premium. Additional content analysis of the textual data indicated that the employee welfare CSR was most positively perceived. Theoretical and practical implications are discussed.

Suggested Citation

  • Wei, Wei & Kim, Gaeul & Miao, Li & Behnke, Carl & Almanza, Barbara, 2018. "Consumer inferences of corporate social responsibility (CSR) claims on packaged foods," Journal of Business Research, Elsevier, vol. 83(C), pages 186-201.
    • Handle: RePEc:eee:jbrese:v:83:y:2018:i:c:p:186-201
    DOI: 10.1016/j.jbusres.2017.10.046
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    7. Ringler, Christine & Sirianni, Nancy J. & Christenson, Brett, 2021. "The Power of Consequential Product Sounds," Journal of Retailing, Elsevier, vol. 97(2), pages 288-300.
    8. Fuzhen Liu & Kee-hung Lai & Wei Cai, 2021. "Responsible Production for Sustainability: Concept Analysis and Bibliometric Review," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    9. François Maon & Valérie Swaen & Kenneth de Roeck, 2021. "Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective," Post-Print hal-03275858, HAL.
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