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Consumer Perception of Corporate Social Responsibility (CSR) Through Retail Brand Labels Disclosure

Author

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  • Beatriz Casais

    (School of Economics and Management and CICS.NOVA.UMinho, University of Minho, Portugal)

  • Andreia Teixeira

    (MEDCIDS - Department of Community Medicine, Information and Decision in Health and CINTESIS - Center for Health Technology and Services Research, Faculty of Medicine, University of Porto, Portuga & ADiT-LAB Polytechnic Institute of Viana do Castelo, Portugal)

  • Cristina Fernandes

    (School of Business Studies, Polytechnic Institute of Viana do Castelo, Portugal)

Abstract

Retail brands were initially introduced as low quality brands with low prices. Currently, customers understand that these brands are valuable price/quality options and have a preference for them. The increased competition among distribution companies have forced retailers to increasingly introduce sustainable practices, including in own brands. This paper analyses the corporate social responsibility (CSR) communication through the packaging of retailers’ products. Following a content analysis of 377 packages of private labels from seven retail chains in Portugal, the authors concluded that there is CSR information in packages disclosing a variety of themes. A survey to 539 consumer indicate that consumer perceptions of CSR in packages correspond to the issues most valued. Health topics and national origin are better perceived and valued, even when they are not the most prevalent themes in packages. Environmental signals are lower perceived and valued, even when a similar or higher prevalence in packages.

Suggested Citation

  • Beatriz Casais & Andreia Teixeira & Cristina Fernandes, 2022. "Consumer Perception of Corporate Social Responsibility (CSR) Through Retail Brand Labels Disclosure," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 13(4), pages 1-14, July.
    • Handle: RePEc:igg:jsesd0:v:13:y:2022:i:4:p:1-14
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    Cited by:

    1. Aleksei V. Bogoviz & Svetlana V. Lobova & Alexander N. Alekseev, 2022. "The Concept of Corporate Social Responsibility Based on Integrating the SDGs into Corporate Strategies: International Experience and the Risks for Profit," Risks, MDPI, vol. 10(6), pages 1-27, June.

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