The role of corporate social responsibility on consumer decision making in the food maturing market

Document Type : Research Paper

Authors

1 Associate Prof., Faculty of Management, University of Guilan, Rasht, Iran

2 Assistant Prof., Faculty of Management, University of Guilan, Rasht, Iran

3 MSc. Student, Faculty of Business Management, University of Guilan, Rasht, Iran

Abstract

Nowadays in growing and mature markets, one of the most efficient techniques is making diffrentiation. This distinction is achieved by developing the concept of corporate social responsibility (CSR) in products and services. Consequently, the aim of this study is to evaluate the impact of CSR on consumer decision making in the food maturing market. The companies in this market produce frozen, meat and dairy product. This research is an applied descriptive- survey study. The study populations are consumer's food products including dairy, meat and frozen products. Also the sample size was 199. Data was collected from the questionnaire and  survey and library methods were also used. For data analysis, tests were used to assess data normality and confirmatory factor and structural equation modeling in LISREL and SPSS. The results indicate that corporate social responsibility in the food maturing markets, both directly and through mediated promotion, has an impact on consumer decision making. However, direct effect of this agent is stronger than the indirect effect.

Keywords

Main Subjects

References

Ajzen, I. & Fishbein, M. (2005). The influence of attitudes on behavior. In: Albarracin D, B. Johnson B, Zanna M, (Eds). Mahwah, NJ: Erlbaum: The handbook of attitudes.
 
Asgari, Gh. & Mohamadi Zanjirani, D. (2013). Determin the affecting factors on image of Tehran’s Banks. Business Management, 5 (2): 131-148. (In Persian)
 
Baron, J. (1999). Consumer attitudes about personal and political action. Journal of Consumer Psychology, 8(3): 261-275.
 
Brown, T. J. & Dacin, P. A. (1997) .The Company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1): 68-84.
 
Bugel, M. S. (2010). The application of psychological theories for an improved understanding of customer relationships. Thesis. Working Paper. Ipskamp Drukkers.
 
Caroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4): 497–505.
 
Christopher, J. (2010). Corporate governance –A multi-theoretical approach to recognizing the wider influencing forces impacting on organizations. Critical Perspectives on Accounting,21: 683–695.
 
Cone Inc. (2010). 2010 Cone cause evolution study. Retrieved May 21, 2. (n.d.). It’s online at: http://www.habitat.org/partnerships/pdf/2010_Cone_Study.pdf.
 
Costa, R. & Menichini, T. (2013). A multidimensional approach for CSR assessment: The importance of the stakeholder perception. Expert Systems with Applications, 40: 150–161.
 
Dan, J., Kim Donald, L., Ferrin, H. & Raghav, R. (2007). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Tourism Management, 28: 1180–1192.
 
De Cannière, M. H., De Pelsmacker, P. & Geuens, M. (2009). Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior. Journal of Business Research, 62: 82–92.
 
Dolatabadi, H., Najafabadi, L., Khazaei poul, J. & Kazemi, R. (2013). Analyze the impact of CSR on symbolic image, functional image ad brand loyalty. Business Management, 5 (2): 69-88. (In Persian)
 
Drumwright, M. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of Marketing,60(4): 71-87.
 
Eyval, T., et al. (2009). When values matter: Expressing values in behavioral intentions for the near vs. distant future. Journal of Experimental Social Psychology, 45: 35–43.
 
Fisk, P. (2006). Marketing Genius. Willey Company. New York.
 
French, M. & Simon. (2004). Food advertising and marketing directed at children and adolescents in the US. International Journal of Behavioral Nutrition and Physical Activity, 1.
 
Gu, H., et al. (2013). Political connections, guanxi and adoption of CSR policies in the Chinese hotel industry: Is there a link? Tourism Management, 34: 231-235.
 
Gupta, R. & Sen, S.(2013).The effect of evolving resource synergy beliefs on the intentions–behavior discrepancy in ethical consumption, Journal of Consumer Psychology, 23(1): 114–121.
 
Gustave Speth, J. (2009). Doing business in a post-growth society. Harvard Business Review, September.
 
Hambrick, D. (1983). Some tests of the effectiveness and functional attributes of Miles and Snow’s strategic types. Academy of Management Journal, 26 (1): 05-26.
 
Hoch, S., Hawkins, A. & Stephen, J. (1992). Low involvement Learning: Memory without evaluation. Journal of consumer research, 19: 212-26.
 
Hughes, D. E. (2013). This ad's for you: The indirect effect of advertising on salesperson effort and performance. Journal of the Academy of marketing science, 41: 1-18.
 
Irwin, J. R., Naylor, R. W. (2009). Ethical decisions and response mode compatibility: Weighting of ethical attributes in consideration sets formed by excluding versus including product alternatives. Journal of Marketing Research, 46: 234–246.
 
Kacperczyk, A. (2009). With greater power comes greater responsibility? Take over protection and corporate attention to stakeholders. Strategic Management Journal,30: 261–285.
 
Khaki, Gh. (2011). The method of research with essay aproch. Baztab Publication. Tehran. (In Persian)
Klein, J. & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis. International Journal of research in Marketing, ????
 
Kotler, P. H. (2010). Polarization: Mature market or impoverished market. In H. K. Philip Kotler, Marketing 3.0; Frome products to customersto the human spirit (p. 105). Hoboken, John Wiley & Sons, Inc. New Jersey.
 
Kotler, P. & Lee, N. (2004). Corporate Social Responsibility: doing the most goodfor your company and your cause. John Wiley & Sons. New York.
 
Lee, E. M., Park, S. Y., Rapert, M. I. & Newman, C. L. (2012). Does perceived consumer fit matter in corporate social responsibility issues? Journal of Business Research, 65: 1558–1564.
 
Lee, S., Singal, M. & Kang, K. H. (2013). The corporate social responsibility–financial performance link in the U.S. restaurant industry: Do economic conditions matter? International Journal of Hospitality Management, 32 : 2–10.
 
Leea, S., Singalb, M. & Kangc, K. H. (2013). The corporate social responsibility–financial performance link in the U.S. restaurant industry: Do economic conditions matter? International Journal of Hospitality Management, 32: 2–10.
 
Liberman, N. & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75: 5–18.
 
Luo, X. & Bhattacharya, C. (2006). Corporate social responsibility, customer satisfaction and market value. Journal of Marketing, 70(4): 1-18.
 
Luo, X. & Bhattacharya, C. (2009). The debate over doing good: Corporate social performance, strategic marketing levers, and firm idiosyncratic risk. Journal of Marketing , 73(6): 198-213.
 
Margolis, J. E. (2007). Does it pay to be good? A metaanalysis and redirection of research on the relationship between corporate social and financial performance. Harvard Business School. Working Paper. Harvard Business School.
 
Margolis, J. & Walsh, J. (2003). Miseryloves companies: Rethinking social initiatives by business. Administrative Science Quarterly,48(2): 268–305.
 
Marrewijk, V. M. (2003). Concepts and definitions of CSR and corporatesustainability: Between agency and communion. Journal of Business Ethics,44: 95–105.
Mohamadian, M. & Khataei, A. (2011). The relationship between psychological factors, social and green consumer behavior (conservationists). Business Management, 3(7): 143-160. (In Persian)
 
Moher, L., Webb, D. & Harris, K. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1): 45–72.
 
Murray, K. B. & Vogel, C. M. (1997). Using a hierarchy of effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus non financial impacts.  Journal of Business Research, 38: 141-159.
 
Olshavsky, R. & Granbois, D. (1979). Consumer decision making: Fact or fiction. Journal of cunsomer research 6: 98.
 
OP, R. (2001). Data mining cookbook: modeling data for marketing, risk, and customer relationship management. John Wiley & Sons, Inc. New York.
 
Paek, S., Xiao, Q., Lee, S. & Song, H. (2013). Does managerial ownership affect different corporate social responsibility dimensions? An empirical examination of U.S. publicly traded hospitality firms. International Journal of Hospitality Management , ????
 
Pits, R., Wong, J. & Whalen, D. (1991). Consumers’ evaluative structures in two ethical situations: A means-end approach. Journal of Business Research, 22: 119-130.
 
Porter, M. & Kramer, M. (2006). Strategy & society: the link between competitive advantage and Corporate Social Responsibility. Harvard Business Review, 84(12): 78–92.
 
Porter, M. & Kramer, M. (2011). Creating shared value: How to reinvent capitalism and unleash a wave of innovation and growth. Harvard Business Review, 62–77.
 
Ramzanian, M., Esmaeilpour, R. & Tondkar, H. (2010). The impact of green marketing mix on consumer purchace decision making. Business Management, 2(5): 79-98. (In Persian)
 
Riiber Knudsen, T., Randel, A. & Rugholm, J. (2004). The Vanishing Middle Market. The McKinsey Quarterly, N. 4.
 
Rosta, A., Venos, D. & Ebrahimi, A. (1996). Marketing management. Samt. Tehran. (In Persian)
 
Schultz, D. E. & Block, M. P. (2011). HowU.S. consumers view in-store promotions. Journal of Business Research, 64: 51–54.
 
Singh, J., Sanchez, M. D. & Bosque, I. R. (2008). Understanding corporate social responsibility and product perceptions in consumer markets: A cross-cultural evaluation. Journal of Business Ethics, 597–611.
 
Story, M. & French, S. (2004). Food advertising and marketing directed at children and Adolescents in the US. International Journal of Behavioral Nutrition and Physical Activity, 1.
 
Velaz, I., Sison, A. J. G. & Fontrodona, J. (2007). Incorporating CSR and stakeholder management into corporate strategy: A case study of the CAN experience 2002–2006. Corporate Governance, 7(4): 434–445.
 
Vlachos, P., Tsamakos, A., Vrechopoulos, A. & Avramidis, P. (2009). Corporate social responsibility: Attribution, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science,37(2): 170-180.
 
Vogel, D. (2005). The Market for Virtue: The potential and limits of corporate social responsibility. DC: Brookings Institution Press. Washington.
 
Vong, F. & Wong, I. A. (2012). Corporate and social performance links in the gaming industry. Journal of Business Research. ?????
 
Walsh, G. & Bartikowski, B. (2012). Exploring corporate ability and social responsibility associations as antecedents of customer satisfaction cross-culturally. Journal of Business Research.????
 
Wansink, B., Kent, R. J. & Hoch, S. J. (1998). An anchoring and adjustment model of purchase quantity decisions. Journal of Marketing 35: 71-81.
 
Zhang, T. & Zhang, D. (2007). Agent-based simulation of consumer purchase decision-making and the decoy effect. Journal of Business Research, 60: 912–922.
 
 
Journal of Business Management
Volume 6, Issue 4 - Serial Number 4
January 2015
Pages 687-708

Files

Share

How to cite

Statistics