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Perceptions of Corporate Social Responsibility of Prominent Fast Food Establishments by University Students

Author

Listed:
  • Morgan, Carissa J.
  • Dominick, S.R.
  • Widmar, Nicole J. Olynk
  • Yeager, Elizabeth A.
  • Croney, Candace C.

Abstract

Corporate social responsibility (CSR) can affect the way customers perceive a company and can influence product differentiation. This study assesses university students’ perceptions of CSR across eleven prominent fast food restaurants. A total of 550 students responded to in-person surveys administered on the campus of Purdue University. Chipotle and Panera Bread were perceived to be the most socially responsible out of the fast food restaurants studied, receiving mean preference shares of 31% and 30%, respectively.

Suggested Citation

  • Morgan, Carissa J. & Dominick, S.R. & Widmar, Nicole J. Olynk & Yeager, Elizabeth A. & Croney, Candace C., 2016. "Perceptions of Corporate Social Responsibility of Prominent Fast Food Establishments by University Students," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(3), pages 1-14, November.
    • Handle: RePEc:ags:jlofdr:249997
    DOI: 10.22004/ag.econ.249997
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    References listed on IDEAS

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    1. Erdem, Seda & Rigby, Dan & Wossink, Ada, 2012. "Using best–worst scaling to explore perceptions of relative responsibility for ensuring food safety," Food Policy, Elsevier, vol. 37(6), pages 661-670.
    2. Pat Auger & Timothy Devinney & Jordan Louviere, 2007. "Using Best–Worst Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries," Journal of Business Ethics, Springer, vol. 70(3), pages 299-326, February.
    3. Raphael Thomadsen, 2007. "Product Positioning and Competition: The Role of Location in the Fast Food Industry," Marketing Science, INFORMS, vol. 26(6), pages 792-804, 11-12.
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