Abstract
The communication of Corporate Social Responsibility (CSR) of a sample of eight restaurant and fast food companies is analyzed. An exploratory and descriptive method, based on the content analysis technique, is used to analyze the formal and informal CSR communication channels used to promote healthy eating on their respective websites and Twitter profiles. This study is complemented by a survey (n = 383) applied to a sample of young Spaniards to investigate their interest in healthy eating information, their assessment of CSR actions carried out in this area as well as the communication channels used for this purpose. The results confirm that the CSR policies of the companies include actions aimed at guaranteeing and promoting healthy eating. It is concluded about the convenience of using their own social networks and influencers to encourage healthy eating habits more effectively in their publics.
Highlights
Corporate Social Responsibility (CSR) is an organization’s commitment to reconciliate its economic, ethical, social, environmental dimensions, which translates into voluntary initiatives that aim to contribute to social improvement[1]
It is important to determine whether the companies in the restaurant and fast food industry have adopted the measures recommended by the World Health Organization (WHO) and whether they communicate them effectively through their corporate social network accounts[8]
Having analyzed the importance young people attach to healthy eating, we examined their perception of the CSR actions carried out by restaurant and fast food companies in this area
Summary
Corporate Social Responsibility (CSR) is an organization’s commitment to reconciliate its economic, ethical, social, environmental dimensions, which translates into voluntary initiatives that aim to contribute to social improvement[1]. These initiatives involve a diversity of actions that target different stakeholders and have as common denominator the combination of economic, social and environmental approaches with the goal of mutual gain. Given the importance that society places on health, there are numerous examples of CSR policies that include actions aimed at promoting the adoption of healthy lifestyles in which communication is a key element[4]. It is important to determine whether the companies in the restaurant and fast food industry have adopted the measures recommended by the World Health Organization (WHO) and whether they communicate them effectively through their corporate social network accounts[8]
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