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Corporate social responsibility programs of big food in Australia: a content analysis of industry documents
journal contribution
posted on 2015-12-01, 00:00 authored by Z Richards, Samantha ThomasSamantha Thomas, M Randle, S PettigrewOBJECTIVE: 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.
History
Journal
Australian and New Zealand journal of public healthVolume
39Issue
6Pagination
550 - 556Publisher
WileyLocation
London, Eng.Publisher DOI
ISSN
1326-0200eISSN
1753-6405Language
engPublication classification
C Journal article; C1 Refereed article in a scholarly journalCopyright notice
2015, WileyUsage metrics
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