Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents
Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected 'Big Food' companies. Methods: A mixed methods content analysis was used to analyse the information contained on...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Wiley-Blackwell
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/48248 |
| _version_ | 1848758057125806080 |
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| author | Richards, Z. Thomas, S. Randle, M. Pettigrew, Simone |
| author_facet | Richards, Z. Thomas, S. Randle, M. Pettigrew, Simone |
| author_sort | Richards, Z. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected 'Big Food' companies. Methods: A mixed methods content analysis was used to analyse the information contained on Australian Big Food company websites. Data sources included company CSR reports and web-based content that related to CSR initiatives employed in Australia. Results: A total of 256 CSR activities were identified across six organisations. Of these, the majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) or community (19.5%). Conclusions: Big Food companies appear to be using CSR activities to: 1) build brand image through initiatives associated with the environment and responsibility to consumers; 2) target parents and children through community activities; and 3) align themselves with respected organisations and events in an effort to transfer their positive image attributes to their own brands. Implications: Results highlight the type of CSR strategies Big Food companies are employing. These findings serve as a guide to mapping and monitoring CSR as a specific form of marketing. |
| first_indexed | 2025-11-14T09:37:56Z |
| format | Journal Article |
| id | curtin-20.500.11937-48248 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:37:56Z |
| publishDate | 2015 |
| publisher | Wiley-Blackwell |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-482482017-09-13T14:23:34Z Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents Richards, Z. Thomas, S. Randle, M. Pettigrew, Simone Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected 'Big Food' companies. Methods: A mixed methods content analysis was used to analyse the information contained on Australian Big Food company websites. Data sources included company CSR reports and web-based content that related to CSR initiatives employed in Australia. Results: A total of 256 CSR activities were identified across six organisations. Of these, the majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) or community (19.5%). Conclusions: Big Food companies appear to be using CSR activities to: 1) build brand image through initiatives associated with the environment and responsibility to consumers; 2) target parents and children through community activities; and 3) align themselves with respected organisations and events in an effort to transfer their positive image attributes to their own brands. Implications: Results highlight the type of CSR strategies Big Food companies are employing. These findings serve as a guide to mapping and monitoring CSR as a specific form of marketing. 2015 Journal Article http://hdl.handle.net/20.500.11937/48248 10.1111/1753-6405.12429 Wiley-Blackwell unknown |
| spellingShingle | Richards, Z. Thomas, S. Randle, M. Pettigrew, Simone Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents |
| title | Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents |
| title_full | Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents |
| title_fullStr | Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents |
| title_full_unstemmed | Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents |
| title_short | Corporate Social Responsibility programs of Big Food in Australia: A content analysis of industry documents |
| title_sort | corporate social responsibility programs of big food in australia: a content analysis of industry documents |
| url | http://hdl.handle.net/20.500.11937/48248 |