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Consumer's Side of Corporate Social Responsibility: A Nonhypothetical Study

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  • Marco Lerro
  • Francesco Caracciolo
  • Riccardo Vecchio
  • Luigi Cembalo

Abstract

In recent decades, consumer trust in the food sector has declined because of several scandals that have affected the agro‐food industry. To recover their business reputation and trust, agro‐food companies are increasingly implementing corporate social responsibility (CSR) in their production processes. CSR involves the whole supply chain, and several studies on CSR in the agro‐food industry have investigated consumer preferences regarding social responsibility either as a whole or in a small number of dimensions. This study, which is based on a sample of 204 Italian university students, measures consumer preferences and the willingness to pay (WTP) for eight dimensions of CSR. The respondents' WTP was evaluated in a nonhypothetical setting by using the incentive‐compatible Becker–DeGroot–Marschak method. Individual human values were also detected to investigate the determinants influencing the participants' WTP. The results revealed a positive effect of social responsibility on the participants' WTP, with personal values playing a central role.

Suggested Citation

  • Marco Lerro & Francesco Caracciolo & Riccardo Vecchio & Luigi Cembalo, 2018. "Consumer's Side of Corporate Social Responsibility: A Nonhypothetical Study," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(3), pages 689-710, November.
    • Handle: RePEc:bla:jconsa:v:52:y:2018:i:3:p:689-710
    DOI: 10.1111/joca.12182
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    Cited by:

    1. Tyrone T. Lin & Shu-Yen Hsu & Chiao-Chen Chang, 2019. "Evaluation of Decision-Making for the Optimal Value of Sustainable Enterprise Development under Global 100 Index Thinking," Sustainability, MDPI, vol. 11(4), pages 1-21, February.
    2. Chia-Hung Lee & Pei-Ing Wu & Je-Liang Liou & Shou-Lin Yang, 2022. "The Monetary Value of Corporate Social Responsibility: The Impact of Tea Trees Growing Project between Corporates and Taiwan’s Aboriginal Farmers on Consumers," Sustainability, MDPI, vol. 14(13), pages 1-18, July.
    3. Concetta Nazzaro & Marcello Stanco & Giuseppe Marotta, 2020. "The Life Cycle of Corporate Social Responsibility in Agri-Food: Value Creation Models," Sustainability, MDPI, vol. 12(4), pages 1-18, February.
    4. Panico, Teresa & Caracciolo, Francesco & Furno, Marilena, 2022. "Analysing the consumer purchasing behaviour for certified wood products in Italy," Forest Policy and Economics, Elsevier, vol. 136(C).
    5. Marco Lerro & Maria Raimondo & Marcello Stanco & Concetta Nazzaro & Giuseppe Marotta, 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry," Sustainability, MDPI, vol. 11(2), pages 1-16, January.
    6. Marco Lerro & Riccardo Vecchio & Francesco Caracciolo & Stefano Pascucci & Luigi Cembalo, 2018. "Consumers' heterogeneous preferences for corporate social responsibility in the food industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1050-1061, November.
    7. Alessandra De Chiara, 2020. "Sustainable Business Model Innovation vs. “Made in” for International Performance of Italian Food Companies," Agriculture, MDPI, vol. 11(1), pages 1-17, December.
    8. Xinhua Zhao & Hui An, 2023. "Research on the Mechanism of Heterogeneous Corporate Environmental Responsibility in Z-Generation Consumers’ Sustainable Purchase Intention," Sustainability, MDPI, vol. 15(13), pages 1-19, June.

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