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.ORCID iD for 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
Keyword(s) Corporate social responsibility
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
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Document type: Journal Article
Collections: Faculty of Health
School of Health and Social Development
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