A Study of the Mediating Effects of Safety and Health of Food between Corporate Social Responsibility and Corporate Image and Reputation in Fast-Food Restaurants Industry in Hong Kong

Abstract

Recent years have witnessed various changes in the business world regarding technology and ecological degradation, which has seen corporate social responsibility (CSR) increasingly used as a competitive tool in all industries. It has become especially popular in the fiercely competitive service retailing industry where implementation of CSR practices has grown in line with the industry's importance to the economy. Accordingly, this research was undertaken to study the mediating effect of safety and health of food of fast-food restaurants in Hong Kong between corporate social responsibility and image and reputation of corporate. Quantitative method was used and empirical evidence was gathered using a self-administered questionnaire survey of randomly selected customers leaving randomly selected fast-food restaurants in Hong Kong. The 350 completed questionnaires were statistically analyzed, verified for validity and reliability. The analyzed results reveal safety and health of food acts as a significant mediating role in the relationships between corporate social responsibility and corporate image. Management of retailing industry is encouraged to pay high level of attention and their investment into the safety and health of the foods they provided which is significantly important to customers and their own reputation.