Legitimation Strategies in the CSR Discourse of the Romanian Food Retail Companies During the Pandemic

Abstract

The COVID-19 pandemic that started in 2020 in Romania determined companies to adapt their communication. Through a quantitative content analysis, this work presents the topics that were covered in CSR communication by three food retail companies in Romania and the legitimation strategies that were used in the CSR discourse from their pandemic press releases. The research focuses on 21 press releases from Kaufland Romania, Lidl Romania and Carrefour Romania food retailers’ websites, issued between March 2020 and May 2020. The results show that the most frequent communication topics of the three organizations was that of actions for health institutions and patients. Likewise, it also shows that rationalization legitimation was the most used strategy by Lidl and Kaufland, the companies presenting the means by which they carried out CSR actions and the effects of these actions. Moral legitimation was the most used strategy by Carrefour, the company assigning evaluative attributes to the pandemic period or to the affected people.