Abstract
Corporate Social Responsibility (CSR) has long been an issue worldwide, and more and more industries are taking note. One important example is the poultry industry in Germany, which has become a focal point of public debate. Increasingly, consumers are demanding that firms take responsibility for their corporate actions. The goals of this study were, first, to analyze consumers’ preferences for poultry firms’ CSR commitment with the help of an adaptive conjoint analysis. Second, a cluster analysis is set out to define consumer groups according to their preferences. With regard to CSR, consumers in this study were most concerned with product quality, animal welfare and employee issues. TV, newspaper and product packaging are their most preferred information sources. Three clusters were identified. Firms should focus more on communicating what their firm’s commitment comprises and should adapt their CSR activities and firm communication methods to the preferences of different target groups.
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