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Who’s responsible here? US resident perceptions of food retailer social responsibility

In: International Food and Agribusiness Management Review
Authors:
Nicole Olynk Widmar Professor, Purdue University Dept. of Agricultural Economics, 403 West State Street, West Lafayette, IN 47907, USA.

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Christopher A. Wolf Professor, Justin S Morrill Hall of Agriculture, 446 W. Circle Dr., Rm 317A, East Lansing, MI 48824, USA.

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Carissa, J. Morgan Graduate Research Assistant, Purdue University Dept. of Agricultural Economics, 403 West State Street, West Lafayette, IN 47907, USA.

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W. Scott Downey Associate Professor, Purdue University Dept. of Agricultural Economics, 403 West State Street, West Lafayette, IN 47907, USA.

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Candace C. Croney Professor, Purdue University College of Veterinary Medicine, 625 Harrison Street, West Lafayette, IN 47907, USA.

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Open Access

Perceptions of corporate social responsibility (CSR) for prominent food retailers (Walmart, Costco, Kroger, Target, Trader Joe’s, Whole Foods, and Amazon.com) were analyzed through best-worst scaling methodology, which resulted in a relative ranking of perceived CSR for each retailer. Seemingly unrelated regression was used to investigate determinants of CSR rankings by the sample of 299 US residents. Of the retailers included in this analysis, Whole Foods was perceived to be the most socially responsible (37%), followed by Trader Joe’s (16%). Respondent characteristics, including gender, children in household, knowledge of retail food business practices, and familiarity with particular food retailers were determinants of the relative CSR rankings. Understanding relationships between demographics and perceptions of food retailers contributes to understanding consumer preferences and demands, which may inform firm decisions.

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