Perceptions of Agriculture and Food Corporate Social Responsibility

Abstract

ABSTRACTAn online survey of 1,201 U.S. residents was conducted in April 2015 to better understand individuals’ perceptions of prominent areas of corporate social responsibility (CSR) in the food supply chain. Demographic and household consumption information, including supermarket patronage, was collected. Each respondent completed best–worst tasks for CSR areas designed to elicit their relative importance of CSR areas. Overall, health and safety were perceived as the most important CSR area, and environment was prioritized second. Indicating gender as female and/or reporting age over 65 was positively correlated with the relative importance placed on health and safety, but negatively correlated with the size of preference share for nearly all other CSR areas investigated. Membership in the younger age categories was positively correlated with the size of the preference shares devoted to procurement, labor, fair trade, and biotechnology.