Determinants of corporate social responsibility support: A consumers' perspective

In the last twenty years there has been an increasing awareness into public opinion concerning the potential negative impact that business has, or can have, on the environment, economy and society at large. Companies operating in the agri-food sector are not excluded due to the strong dependence the industry has on natural resources. This is pushing firms to implement corporate social responsibility initiatives into business operations in order to reduce public pressure and meet consumer expectations. Consequently, companies' social efforts will result in positive benefits for both business and stakeholders. However, what is still unknown is whether consumers are willing to support corporate social responsibility activities implemented by socially responsible firms. In addressing these issues, we carried out our analysis administering a questionnaire to a convenient sample of 204 Italian consumers. Hence, we identified the variables able to influence consumers support towards companies' corporate social responsibility activities by using both qualitative and quantitative methods. The variables analysed in this study were consumers' awareness toward corporate social responsibility and individual values. To address consumers values we used the Schwartz Portrait Value Questionnaire. The results have shown a positive association between self-transcendence values (benevolence and universalism) and consumers propensity to support responsible companies, whilst consumers' awareness towards corporate social responsibility was found not conclusive to explain this relationship. The study aims to be a contribution to the growing literature on the relationships between consumers and corporate social responsibility activities, providing explicit insights for corporate social responsibility communicators.