| Popis: |
Purpose – Aims to investigate the effect of communicating corporate social responsibility (CSR) initiatives to young consumers in the UK on their fast‐food purchasing with reference to McDonald's and Kentucky Fried Chicken (KFC).Design/methodology/approach – Focus groups were conducted to clarify themes and inform a questionnaire on fast‐food purchasing behaviours and motives. Attitude statements were subjected to an exploratory factor analysis.Findings – Most respondents (82 per cent) regularly purchased fast food from one of the companies; purchases were mostly impulsive (57 per cent) or routine (26 per cent), suggesting relatively low‐level involvement in each case. While there was scepticism regarding the CSR activity being promoted, expectations about socially responsible behaviour by the companies were nevertheless high. Four factors were isolated, together explaining 52 per cent of the variance in fast‐food purchasing behaviour. They were brand value, nutritional value, ethical value and food quali... |
