Capable, Caring, Culpable? Retailer and Supplier Responsibilities for Promoting Healthier Eating (winner of 2015 Stanley C Hollander Award)

Marzena Nieroda, Peter McGoldrick, DI Keeling

Research output: Contribution to conferencePaperpeer-review

Abstract

Promotion of healthier eating (ProHE) is a responsibility for retailers and suppliers, as societal impacts of obesity highlight this logical extension of their CSR portfolios. As consumers grow more aware of firms’ capabilities and CSR motives for caring, they form expectations for ProHE. Thus, food marketers have both need and competitive opportunities to be more proactive in their ProHE actions. The resource-based view, CSR and blame attribution theory underpin the hypotheses and research proposition. The study: 1) assesses levels of attributed blame, supporting the strong relevance of ProHE to food retailers and suppliers; 2) identifies through literature and a ‘quasi-qualitative’ study (n=230) specific ProHE activities, perceived corporate motives, and resources; 3) tests through preliminary (n=734) and main (n=1,006) surveys how perceived corporate motives and resources help explain consumers’ ProHE expectations; 4) explores organization type (retailer and manufacturer) as an influence on consumer expectations; 5) suggests opportunities for practitioners and researchers.
Original languageEnglish
Publication statusPublished - May 2015
EventAMS Annual Conference 2015 - Denver, Colorado, United States
Duration: 12 May 201515 May 2015

Conference

ConferenceAMS Annual Conference 2015
Country/TerritoryUnited States
CityDenver, Colorado
Period12/05/1515/05/15

Keywords

  • CSR, Retailers, Manufacturers, Healthier Eating, Blame, Responsibility

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