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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Understanding the R in CSR: Are Retailers or Manufacturers Most Responsible for Promoting Healthier Eating?
verfasst von : Marzena Nieroda, Peter J. McGoldrick, Christiane Weykamp
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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Fighting obesity has been an issue of growing importance in the US and elsewhere in recent decades. Most marketing research efforts addressing this problem have focused on consumers’ intrinsic motivations toward (or against) behavior change, applying different behavior change models. Relatively little has been explored on how external influences, e.g. perceived Corporate Social Responsibility (CSR) of manufacturers and retailers, can both help consumers reach their dieting goals and avoid damage to corporate reputations.