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Corporate social responsibility programs of big food in Australia: a content analysis of industry documents

Richards, Zoe, Thomas, Samantha L., Randle, Melanie and Pettigrew, Simone 2015, Corporate social responsibility programs of big food in Australia: a content analysis of industry documents, Australian and New Zealand journal of public health, vol. 39, no. 6, pp. 550-556, doi: 10.1111/1753-6405.12429.

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Title Corporate social responsibility programs of big food in Australia: a content analysis of industry documents
Author(s) Richards, Zoe
Thomas, Samantha L.
Randle, Melanie
Pettigrew, Simone
Journal name Australian and New Zealand journal of public health
Volume number 39
Issue number 6
Start page 550
End page 556
Total pages 7
Publisher Wiley
Place of publication London, Eng.
Publication date 2015-12
ISSN 1326-0200
1753-6405
Keyword(s) Corporate social responsibility
industry
marketing
Summary 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.
Language eng
DOI 10.1111/1753-6405.12429
Field of Research 111799 Public Health and Health Services not elsewhere classified
Socio Economic Objective 929999 Health not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Wiley
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079346

Document type: Journal Article
Collection: School of Health and Social Development
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