Corporate social responsibility at the service of health: exploring the interests of consumers
DOI:
https://doi.org/10.24054/face.v23i2.2466Keywords:
Healthy eating, consumer behavior, fast food, loyalty, corporate social responsibilityAbstract
Having verified the effects of Corporate Social Responsibility (CSR) on the behavior of consumers, this study is proposed on their interest in healthy eating and the importance they attach to the fact that companies in the fast food sector integrate related actions into their policies. of CSR. For this, a quantitative methodology is implemented that is structured around the development of an online survey among a sample of fast food consumers belonging to the millennial generation. The results confirm a high interest in healthy eating, as well as the integration of actions that promote it within the CSR policies and strategies of companies in the fast food sector. Likewise, a positive and determinant correlation between both variables is confirmed. This represents an important contribution to the academic and professional fields, since consumer interest is a variable that can be analyzed and managed by organizations, providing them with an excellent tool regarding consumer loyalty through perception management. of its CSR policies and strategies.
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