RESPONSABILIDAD SOCIAL CORPORATIVA AL SERVICIO DE LA SALUD: EXPLORANDO SOBRE LOS INTERESES DE LOS CONSUMIDORES
DOI:
https://doi.org/10.24054/face.v23i2.2466Palabras clave:
Alimentación saludable, comportamiento del consumidor, fast food, fidelización, responsabilidad social corporativaResumen
Constatados los efectos de la Responsabilidad Social Corporativa (RSC) en el comportamiento de los consumidores, se propone este estudio sobre su interés por la alimentación saludable y la importancia que otorgan al hecho de que las empresas del sector fast food integren acciones relacionadas en sus políticas de RSC. Para ello se implementa una metodología cuantitativa que se estructura en torno al desarrollo de una encuesta online entre una muestra de consumidores de fast food pertenecientes a la generación millennial. Los resultados confirman un alto interés por la alimentación saludable, así como por la integración de acciones que la promuevan dentro de las políticas y estrategias de RSC de las empresas del sector fast food. Así mismo, se confirma una correlación positiva y determinante entre ambas variables. Esto supone una importante aportación a los ámbitos académico y profesional, ya que el interés de los consumidores es una variable que puede ser analizada y gestionada por las organizaciones, dotándoles de una excelente herramienta respecto de la fidelización de los consumidores mediante la gestión de la percepción de sus políticas y estrategias de RSC.
Descargas
Citas
Abid, T., Abid-Dupont, M. A., & Moulins, J. L. (2020). What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment. Corporate Social Responsibility and Environmental Management, 27(2), 925-936.
https://doi.org/10.1002/csr.1856
Ailawadi, K. L., Neslin, S. A., Luan, Y. J., & Taylor, G. A. (2014). Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation. International Journal of Research in Marketing, 31(2), 156-167. https://doi.org/10.1016/j.ijresmar.2013.09.00 3
Barata-Cavalcanti, O., Costa, S. A., Ferris, E., Guillermin, M., Palmedo, C., Crossley, R., & Huang, T. T. K. (2020). Benchmarking food and beverage company investment in healthful eating and active living initiatives. Corporate Social Responsibility and Environmental Management, 27(2), 1051-
https://doi.org/10.1002/csr.1865
Barata-Cavalcanti, O., Leung, M. M., Costa, S., Mateo, K. F., Guillermin, M., Palmedo, P. C.,
… Huang, T. T.-K. (2020). Assessing the Collective Impact of Community Health Programs Funded by Food and Beverage Companies: A New Community-Focused Methodology. International Quarterly of Community Health Education, 40(2), 75-89. https://doi.org/10.1177/0272684X19862359
Barbeito-Caamaño, A., & Chalmeta, R. (2020). Using big data to evaluate corporate social responsibility and sustainable development practices. Corporate Social Responsibility and Environmental Management, 27(6), 2831-2848. https://doi.org/10.1002/csr.2006
Batthyány, K., & Cabrera, M. (2011). Metodología de la investigación en Ciencias Sociales. Montevideo: Udelar, CSE. Recuperado de https://www.colibri.udelar.edu.uy/jspui/bitstr eam/20.500.12008/9491/1/01_FCS_Batthia nny_2011-07-27-lowres.pdf
Boccia, F., Malgeri, M. R., & Covino, D. (2019). Consumer behavior and corporate social responsibility: An evaluation by a choice experiment. Corporate Social Responsibility and Environmental Management, 26(1), 97-
https://doi.org/10.1002/csr.1661
Bowen, G., Appiah, D., & Okafor, S. (2020). The influence of corporate social responsibility (CSR) and social media on the strategy formulation process. Sustainability, 12(15). https://doi.org/10.3390/su12156057
Cambra-Fierro, J. J., Flores-Hernández, J. A., Pérez, L., & Valera-Blanes, G. (2020). CSR and branding in emerging economies: The effect of incomes and education. Corporate Social Responsibility and Environmental Management, 27(6), 2765-2776.
https://doi.org/10.1002/csr.2000
Chae, B. K., & Park, E. O. (2018). Corporate social responsibility (CSR): A survey of topics and trends using Twitter data and topic modeling. Sustainability, 10(7). https://doi.org/10.3390/su10072231
Fernández-Ferrín, P., Castro-González, S., & Bande, B. (2021). Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity. Corporate Social Responsibility and Environmental Management, 28(2), 648-
https://doi.org/10.1002/csr.2077
Gatti, L., Vishwanath, B., Seele, P., & Cottier, B. (2019). Are We Moving Beyond Voluntary CSR? Exploring Theoretical and Managerial Implications of Mandatory CSR Resulting from the New Indian Companies Act. Journal of Business Ethics, 160(4), 961-972.
https://doi.org/10.1007/s10551-018-3783-8
Golob, U., & Podnar, K. (2019). Researching CSR and brands in the here and now: an integrative perspective. Journal of Brand Management, 26(1-8).
https://doi.org/10.1057/s41262-018-0112-6
Harun, A., Prybutok, G., & Prybutok, V. (2018). Do the millennials in the USA care about the fast food industry’s involvement in corporate social responsibility? Young Consumers,19(4), 358-381. https://doi.org/10.1108/YC-02-2018-00776
Heikkurinen, P., & Forsman-Hugg, S. (2011). Strategic corporate responsibility in the food chain. Corporate Social Responsibility Environmental Management, 18, 306-316. https://doi.org/10.1002/csr.257
Jiménez-Marín, G., Zambrano, R. E., Galiano- Coronil, A., & Ravina-Ripoll, R. (2020). Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective. International Journal of Environmental Research and Public Health, 17(14), 1-18. https://doi.org/10.3390/ijerph17145056
Khanal, A., Akhtaruzzaman, M., & Kularatne, I. (2021). The influence of social media on stakeholder engagement and the corporate social responsibility of small businesses. Corporate Social Responsibility and Environmental Management, (January), 1-9. https://doi.org/10.1002/csr.2169
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 3.0: From Products to Customers to the Human Spirit BT - Marketing Wisdom (K. Kompella, ed.). Singapore: Springer Singapore. https://doi.org/10.1007/978-981- 10-7724-1_10
Lee, Y. C. (2020). Communicating sustainable development: Effects of stakeholder-centric perceived sustainability. Corporate Social Responsibility and Environmental Management, 27(4), 1540-1551. https://doi.org/10.1002/csr.1900
Lerro, M., Raimondo, M., Stanco, M., Nazzaro, C., & Marotta, G. (2019). Cause related marketing among Millennial consumers: The role of trust and loyalty in the food industry.Sustainability, 11(2). https://doi.org/10.3390/su11020535
Lim, R. E., Sung, Y. H., & Lee, W. N. (2018). Connecting with global consumers through corporate social responsibility initiatives: A cross-cultural investigation of congruence effects of attribution and communication styles. Journal of Business Research, 88(March), 11-19.
https://doi.org/10.1016/j.jbusres.2018.03.00 2
Louis, D., Lombart, C., & Durif, F. (2019). Impact of a retailer’s CSR activities on consumers’ loyalty. International Journal of Retail & Distribution Management, 47(8), 793-816. https://doi.org/10.1108/IJRDM-12-2018-0262
Martínez-Sala, A.-M., Quiles-Soler, M. C., & Monserrat-Gauchi, J. (2021). Corporate social responsibility in the restaurant and fast food industry: A study of communication on healthy eating through social networks. Interface: Communication, Health, Education, 25, NA. https://doi.org/10.1590/INTERFACE.200428
McLennan, S., & Banks, G. (2019). Reversing the lens: Why corporate social responsibility is not community development. Corporate Social Responsibility and Environmental Management, 26(1), 117-126. https://doi.org/https://doi. org/10.1002/csr.1664
Nafria, I. (2008). Web 2.0. El usuario, el nuevo rey de internet (4th ed.). Barcelona: Gestión2000.
Nave, A., & Ferreira, J. (2019). Corporate social responsibility strategies: Past research and future challenges. Corporate Social Responsibility and Environmental Management, 26(4), 885-901. https://doi.org/https://doi.org/ 10.1002/csr.1729
Park, E., & Kim, K. J. (2019). What drives customer loyalty? The role of corporate social responsibility. Sustainable Development, 27, 304-311.
https://doi.org/10.1002/sd.1901
Pérez-Martínez, S., & Topa, G. (2018). Percepciones sobre la responsabilidad social corporativa de las empresas: relación con las actitudes y conductas de sus clientes. Acción Psicológica, 15(1), 103-120.
Potvin Kent, M., Pauzé, E., Guo, K., Kent, A., & Jean-Louis, R. (2020). The physical activity and nutrition-related corporate social responsibility initiatives of food and beverage companies in Canada and implications for public health. BMC Public Health, 20(1), 1- 17. https://doi.org/10.1186/s12889-020-09030-8
Ramesh, K., Saha, R., Goswami, S., Sekar, R., & Dahiya, R. (2019). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377-387. https://doi.org/10.1002/csr.1689
Riesmeyer, C., Hauswald, J., & Mergen, M. (2019). (Un)Healthy Behavior? The Relationship between Media Literacy, Nutritional Behavior, and Self- Representation on Instagram. Media and Communication, 7(2), 160-168. https://doi.org/10.17645/mac.v7i2.1871
Saxton, G. D., Gomez, L., Ngoh, Z., Lin, Y. P., & Dietrich, S. (2019). Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media. Journal of Business Ethics, 155(2), 359-377. https://doi.org/10.1007/s10551-017-3464-z
Schwarzmuller, T., Brosi, P., Stelkens, V., Sporrle, M., & Welpe, I. M. (2017). Investors’ reactions to companies’ stakeholder. Journal of Business Research, 10, 79-96. https://doi.org/https://doi.org/10.1007/s4068 5-016-0040-9
Sharma, E. (2019). A review of corporate social responsibility in developed and developing nations. Corporate Social Responsibility and Environmental Management, 26(4), 712-720, csr. 1739. https://doi.org/https://doi.org/10.1002/ csr.1739
Song, B., & Wen, J. (2020). Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries. Corporate Social Responsibility and Environmental Management, 27(2), 881-896. https://doi.org/10.1002/csr.1852
Souza Monteiro, D. M., & Hooker, N. H. (2017). What Initiatives Are British Food Retailers Taking to Improve Children’s Health and Nutrition? Journal of Food Products Marketing, 23(2), 209-220. https://doi.org/10.1080/10454446.2015.104 8026
Tormo Franquicias Consulting. (2020). Hostelería y Restauración en franquicias 2019. Informe sectorial y tendencias. Recuperado de https://tormofranquicias.es/informe- franquicias-de-hosteleria-y-restauracion- 2019/
Wang, Y., Wang, L., Xue, H., & Qu, W. (2016). A Review of the Growth of the Fast Food Industry in China and Its Potential Impact on Obesity. International Journal of Environmental Research and Public Health, 13(11), 1112. https://doi.org/10.3390%2Fijerph13111112
Waples, C. J., & Brachle, B. J. (2020). Recruiting millennials: Exploring the impact of CSR involvement and pay signaling on organizational attractiveness. Corporate Social Responsibility and Environmental Management, 27, 870-880. https://doi.org/10.1002/csr.1851
World Health Organization (2021). Obesity and overweight. Recuperado de https://www.who.int/news-room/fact- sheets/detail/obesity-and-overweight
Descargas
Publicado
Versiones
- 2023-06-15 (6)
- 2023-06-15 (5)
- 2023-06-15 (4)
- 2023-06-15 (3)
- 2023-05-28 (2)
- 2023-08-17 (1)
Cómo citar
Número
Sección
Licencia
Derechos de autor 2023 FACE: Revista de la Facultad de Ciencias Económicas y Empresariales
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
