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How do consumers search for and process corporate social responsibility information on food companies’ websites?

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  • Gider, Denise
  • Hamm, Ulrich

Abstract

The importance of corporate social responsibility (CSR) communication for food companies has grown substantially ever since global action plans such as the UN Sustainable Development Goals have begun targeting topics which are highly relevant to food companies. Furthermore, various food scandals have caused consumers to question current food production methods, leading to a search for more information on ethical production methods. However, it is not known how consumers search for and process information on websites as one relevant CSR communication channel. The objective of this study is to develop requirements for consumer-aligned CSR communication on corporate websites. Information search and processing was examined through consumers’ navigation behavior on websites and by conducting think-aloud protocols. The findings of this study suggest companies provide comprehensive information that can easily be filtered. Furthermore, companies should present specific information to credibly distance themselves from greenwashing accusations, e.g. by referring to external evidence.

Suggested Citation

  • Gider, Denise & Hamm, Ulrich, 2019. "How do consumers search for and process corporate social responsibility information on food companies’ websites?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 22(2).
    • Handle: RePEc:ags:ifaamr:284938
    DOI: 10.22004/ag.econ.284938
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    Cited by:

    1. Amr ElAlfy & Nicholas Palaschuk & Dina El-Bassiouny & Jeffrey Wilson & Olaf Weber, 2020. "Scoping the Evolution of Corporate Social Responsibility (CSR) Research in the Sustainable Development Goals (SDGs) Era," Sustainability, MDPI, vol. 12(14), pages 1-21, July.
    2. Gagalyuk, Taras & Chatalova, Lioudmila & Kalyuzhnyy Oleksandr, 2021. "Broadening the scope of instrumental motivations for CSR disclosure: an illustration for agroholdings in transition economies," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(4), May.
    3. Eduardo Borges & Susana Campos & Mário Sérgio Teixeira & Maria Raquel Lucas & Ana Teresa Ferreira-Oliveira & Ana Sofia Rodrigues & Manuela Vaz-Velho, 2023. "How Do Companies Communicate Sustainability? A Systematic Literature Review," Sustainability, MDPI, vol. 15(10), pages 1-25, May.
    4. Gagalyuk, Taras & Chatalova, Lioudmila & Kalyuzhnyy, Oleksandr & Ostapchuk, Igor, 2021. "Broadening the scope of instrumental motivations for CSR disclosure: An illustration for agroholdings in transition economies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 24(4), pages 717-737.

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    Keywords

    Consumer/Household Economics;

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