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Doing well by doing good: A quantitative investigation of the litter effect

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  • Roper, Stuart
  • Parker, Cathy

Abstract

Corporate social responsibility can prove challenging for traditional businesses as a profit-making agenda may well be in conflict with the wishes and expectations of other stakeholders. Nevertheless, if organizations can align the incentive of better business performance with beneficial outcomes on a wider social and/or environmental level, so called doing well by doing good, conflict ceases between the two aims. This paper investigates a particular global problem within the context of the fast-food industry. Discarded fast-food packaging is the fastest growing type of litter in many Western countries. The paper establishes, by using a quasi-experimental method (n=1000), that multiple levels of a brand's evaluation are negatively affected when that brand's packaging is seen as litter. This paper also quantifies the financial impact of the litter effect on a company.

Suggested Citation

  • Roper, Stuart & Parker, Cathy, 2013. "Doing well by doing good: A quantitative investigation of the litter effect," Journal of Business Research, Elsevier, vol. 66(11), pages 2262-2268.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:11:p:2262-2268
    DOI: 10.1016/j.jbusres.2012.02.018
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    2. Marian Socoliuc & Cristina-Gabriela Cosmulese & Marius-Sorin Ciubotariu & Svetlana Mihaila & Iulia-Diana Arion & Veronica Grosu, 2020. "Sustainability Reporting as a Mixture of CSR and Sustainable Development. A Model for Micro-Enterprises within the Romanian Forestry Sector," Sustainability, MDPI, vol. 12(2), pages 1-34, January.
    3. Singhapakdi, Anusorn & Lee, Dong-Jin & Sirgy, M. Joseph & Senasu, Kalayanee, 2015. "The impact of incongruity between an organization's CSR orientation and its employees' CSR orientation on employees' quality of work life," Journal of Business Research, Elsevier, vol. 68(1), pages 60-66.
    4. Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
    5. Mariadoss, Babu John & Chi, Ting & Tansuhaj, Patriya & Pomirleanu, Nadia, 2016. "Influences of Firm Orientations on Sustainable Supply Chain Management," Journal of Business Research, Elsevier, vol. 69(9), pages 3406-3414.
    6. Camelia-Daniela Hategan & Nicoleta Sirghi & Ruxandra-Ioana Curea-Pitorac & Vasile-Petru Hategan, 2018. "Doing Well or Doing Good: The Relationship between Corporate Social Responsibility and Profit in Romanian Companies," Sustainability, MDPI, vol. 10(4), pages 1-23, April.

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