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Are Big Food’s corporate social responsibility strategies valuable to communities? A qualitative study with parents and children

Journal Article


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Abstract


  • Objective:

    Recent studies have identified parents and children as two target groups

    whom Big Food hopes to positively influence through its corporate social

    responsibility (CSR) strategies. The current preliminary study aimed to gain an

    in-depth understanding of parents and children’s awareness and interpretation of

    Big Food’s CSR strategies to understand how CSR shapes their beliefs about

    companies.

    Design:

    Community-based qualitative semi-structured interviews.

    Setting:

    New South Wales, Australia.

    Subjects:

    Parents (n 15) and children aged 8–12 years (n 15).

    Results:

    Parents and children showed unprompted recognition of CSR activities

    when shown McDonald’s and Coca-Cola brand logos, indicating a strong level of

    association between the brands and activities that target the settings of children.

    When discussing CSR strategies some parents and most children saw value in the

    activities, viewing them as acts of merit or worth. For some parents and children,

    the companies’ CSR activities were seen as a reflection of the company’s moral

    attributes, which resonated with their own values of charity and health. For others,

    CSR strategies were in conflict with companies’ core business. Finally, some also

    viewed the activities as harmful, representing a deceit of the public and a

    smokescreen for the companies’ ultimately unethical behaviour.

    Conclusions:

    A large proportion of participants valued the CSR activities, signalling

    that denormalising CSR to sever the strong ties between the community and Big

    Food will be a difficult process for the public health community. Efforts to gain

    public acceptance for action on CSR may need greater levels of persuasion to gain

    public support of a comprehensive and restrictive approach.

Publication Date


  • 2017

Citation


  • Richards, Z. & Phillipson, L. (2017). Are Big Food’s corporate social responsibility strategies valuable to communities? A qualitative study with parents and children. Public Health Nutrition, 20 (18), 3372-3380.

Scopus Eid


  • 2-s2.0-85041300534

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=4316&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/3309

Number Of Pages


  • 8

Start Page


  • 3372

End Page


  • 3380

Volume


  • 20

Issue


  • 18

Place Of Publication


  • United Kingdom

Abstract


  • Objective:

    Recent studies have identified parents and children as two target groups

    whom Big Food hopes to positively influence through its corporate social

    responsibility (CSR) strategies. The current preliminary study aimed to gain an

    in-depth understanding of parents and children’s awareness and interpretation of

    Big Food’s CSR strategies to understand how CSR shapes their beliefs about

    companies.

    Design:

    Community-based qualitative semi-structured interviews.

    Setting:

    New South Wales, Australia.

    Subjects:

    Parents (n 15) and children aged 8–12 years (n 15).

    Results:

    Parents and children showed unprompted recognition of CSR activities

    when shown McDonald’s and Coca-Cola brand logos, indicating a strong level of

    association between the brands and activities that target the settings of children.

    When discussing CSR strategies some parents and most children saw value in the

    activities, viewing them as acts of merit or worth. For some parents and children,

    the companies’ CSR activities were seen as a reflection of the company’s moral

    attributes, which resonated with their own values of charity and health. For others,

    CSR strategies were in conflict with companies’ core business. Finally, some also

    viewed the activities as harmful, representing a deceit of the public and a

    smokescreen for the companies’ ultimately unethical behaviour.

    Conclusions:

    A large proportion of participants valued the CSR activities, signalling

    that denormalising CSR to sever the strong ties between the community and Big

    Food will be a difficult process for the public health community. Efforts to gain

    public acceptance for action on CSR may need greater levels of persuasion to gain

    public support of a comprehensive and restrictive approach.

Publication Date


  • 2017

Citation


  • Richards, Z. & Phillipson, L. (2017). Are Big Food’s corporate social responsibility strategies valuable to communities? A qualitative study with parents and children. Public Health Nutrition, 20 (18), 3372-3380.

Scopus Eid


  • 2-s2.0-85041300534

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=4316&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/3309

Number Of Pages


  • 8

Start Page


  • 3372

End Page


  • 3380

Volume


  • 20

Issue


  • 18

Place Of Publication


  • United Kingdom