Introduction
Definition of CSR
Classifications of CSR
CSR category | CSR initiatives |
---|---|
Community | Voluntary services to community, sponsorship and donations to the community |
Employee | Work-life balance to the employee, staff development and advancement |
Shareholder | Company communication with shareholder, risk management of the company |
Environment | Pollution reduction, sustainability policy with other stakeholders |
Society | Programme to under-privileged, donation and support to disadvantaged |
Customer | Accurate information provided to the customer, quality services and fair products |
Supplier | Supplier management to monitor the quality of supplier, regular review on the selection of supplier |
CSR and customers
CSR and food industry
Definition of Generation Z
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H1:CSR initiatives have a positive relationship with Generation Z purchase intention in the food industry in Hong Kong.
Generation Z and CSR
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H2a:Purchase intention of Generation Z will be positively affected by CSR initiatives (community-related) in the food industry in Hong Kong.
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H2b:Purchase intention of Generation Z will be positively affected by CSR initiatives (employee-related) in the food industry in Hong Kong.
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H2c:Purchase intention of Generation Z will be positively affected by CSR initiatives (shareholder related) in the food industry in Hong Kong.
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H2d:Purchase intention of Generation Z will be positively affected by CSR initiatives (environment-related) in the food industry in Hong Kong.
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H2e:Purchase intention of Generation Z will be positively affected by CSR initiatives (society related) in the food industry in Hong Kong.
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H2f:Purchase intention of Generation Z will be positively affected by CSR initiatives (customer-related) in the food industry in Hong Kong.
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H2g:Purchase intention of Generation Z will be positively affected by CSR initiatives (supplier-related) in the food industry in Hong Kong.
Summary
Methodology
Sample and procedure
Measures
Characteristics | Respondent (number) | % |
---|---|---|
Age | ||
Born on or after 1990 | 102 | 100% |
Gender | ||
Male | 49 | 48.04% |
Female | 53 | 51.96% |
Analysis
Category | No of questions | Cronbach’s alpha |
---|---|---|
Relationship between CSR and Purchase Intention | 3 | 0.711 |
Importance of CSR to respondents | 7 | 0.895 |
Purchase Intention 1 | 7 | 0.913 |
Purchase Intention 2 | 7 | 0.919 |
Question | Mean | Standard deviation | T statistics (mean > 5) |
---|---|---|---|
1. It really pleases me to find out that the food company I patronize has acted ethically and responsibly | 5.96 | 0.70 | 13.81 |
2. I really care whether the food company I patronize have a reputation for unethical and irresponsible behaviour | 5.91 | 1.31 | 7.01 |
3. It is important to me that the food company I patronize has implemented CSR activities | 5.35 | 1.00 | 3.56 |
Question | Mean | Standard deviation | T statistics (mean > 5) |
---|---|---|---|
4. It is important to you if the food company implemented CSR initiatives related to community, e.g.voluntary services to community, sponsorship and donations to the community | 5.42 | 1.01 | 4.219 |
5. It is important to you if the food company implemented CSR initiatives related to employee, e.g.work-life balance to employee, staff development and advancement | 5.60 | 0.89 | 6.765 |
6. It is important to you if the food company implemented CSR initiatives related to shareholder, e.g.company communication with shareholder, risk management of the company | 5.14 | 1.08 | 1.282 |
7. It is important to you if the food company implemented CSR initiatives related to environment, e.g.pollution reduction, sustainability policy with other stakeholders | 5.72 | 0.91 | 7.985 |
8. It is important to you if the food company implemented CSR initiatives related to society, e.g.programme to under-privileged, donation and support to disadvantaged | 5.65 | 0.90 | 7.284 |
9. It is important to you if the food company implemented CSR initiatives related to customer, e.g.accurate information provided to customer, quality services and fair products | 5.75 | 0.91 | 8.283 |
10. It is important to you if the food company implemented CSR initiatives related to supplier, e.g.supplier management to monitor the quality of supplier, regular review on selection of supplier | 5.53 | 1.02 | 5.234 |
Question | Mean | Standard deviation | T statistics (mean > 5) |
---|---|---|---|
11. You will pay more if the food company implemented CSR initiatives related to community, e.g.voluntary services to community, sponsorship and donations to the community | 5.56 | 0.97 | 5.815 |
12. You will pay more if the food company implemented CSR initiatives related to employee, e.g.work-life balance to employee, staff development and advancement | 5.44 | 0.97 | 4.591 |
13. You will pay more if the food company implemented CSR initiatives related to shareholder, e.g.company communication with shareholder, risk management of the company | 4.99 | 1.14 | 0.087 |
14. You will pay more if the food company implemented CSR initiatives related to environment, e.g.pollution reduction, sustainability policy with other stakeholders | 5.69 | 1.01 | 6.898 |
15. You will pay more if the food company implemented CSR initiatives related to society, e.g.programme to under-privileged, donation and support to disadvantaged | 5.60 | 0.94 | 6.452 |
16. You will pay more if the food company implemented CSR initiatives related to customer, e.g.accurate information provided to customer, quality services and fair products | 5.74 | 0.99 | 7.469 |
17. You will pay more if the food company implemented CSR initiatives related to supplier, e.g.supplier management to monitor the quality of supplier, regular review on selection of supplier | 5.39 | 0.99 | 4.014 |
Question | Mean | Standard deviation | T statistics (mean > 5) |
---|---|---|---|
18. You will recommend others to buy the products if the food company implemented CSR initiatives related to community, e.g.voluntary services to community, sponsorship and donations to the community | 5.61 | 0.89 | 6.884 |
19. You will recommend others to buy the products if the food company implemented CSR initiatives related to employee, e.g.work-life balance to employee, staff development and advancement | 5.45 | 0.88 | 5.028 |
20. You will recommend others to buy the products if the food company implemented CSR initiatives related to shareholder, e.g.company communication with shareholder, risk management of the company | 5.11 | 1.02 | 1.064 |
21. You will recommend others to buy the products if the food company implemented CSR initiatives related to environment, e.g.pollution reduction, sustainability policy with other stakeholders | 5.66 | 0.90 | 7.408 |
22. You will recommend others to buy the products if the food company implemented CSR initiatives related to society, e.g.programme to under-privileged, donation and support to disadvantaged | 5.70 | 0.92 | 7.637 |
23. You will recommend others to buy the products if the food company implemented CSR initiatives related to customer, e.g.accurate information provided to customer, quality services and fair products | 5.66 | 0.86 | 7.699 |
24. You will recommend others to buy the products if the food company implemented CSR initiatives related to supplier, e.g.supplier management to monitor the quality of supplier, regular review on selection of supplier | 5.41 | 0.91 | 4.596 |
Correlation study
Q4 | Q11 | Q18 | |
---|---|---|---|
Q4 | 1 | ||
Q11 | 0.597 | 1 | |
Q18 | 0.665 | 0.634 | 1 |
Q5 | Q12 | Q19 | |
---|---|---|---|
Q5 | 1 | ||
Q12 | 0.671 | 1 | |
Q19 | 0.578 | 0.674 | 1 |
Q6 | Q13 | Q20 | |
---|---|---|---|
Q6 | 1 | ||
Q13 | 0.677 | 1 | |
Q20 | 0.701 | 0.748 | 1 |
Q7 | Q14 | Q21 | |
---|---|---|---|
Q7 | 1 | ||
Q14 | 0.688 | 1 | |
Q21 | 0.615 | 0.737 | 1 |
Q8 | Q15 | Q22 | |
---|---|---|---|
Q8 | 1 | ||
Q15 | 0.635 | 1 | |
Q22 | 0.680 | 0.704 | 1 |
Q9 | Q16 | Q23 | |
---|---|---|---|
Q9 | 1 | ||
Q16 | 0.617 | 1 | |
Q23 | 0.631 | 0.757 | 1 |
Q10 | Q17 | Q24 | |
---|---|---|---|
Q10 | 1 | ||
Q17 | 0.674 | 1 | |
Q24 | 0.538 | 0.652 | 1 |
Regression
Category | Intercept | Coefficient | F-statistics |
---|---|---|---|
Community | 0.702 | 2.905 | 53.237 |
Employee | − 1.176 | 3.872 | 85.062 |
Shareholder | − 0.931 | 3.672 | 112.417 |
Environment | − 1.421 | 4.109 | 90.941 |
Society | − 0.463 | 3.529 | 67.633 |
Customer | − 0.957 | 3.858 | 75.902 |
Supplier | − 0.254 | 3.337 | 78.801 |