Healthy eating promotion: Translating consumer expectations into CSR strategies

Marzena Nieroda, Peter McGoldrick

Research output: Contribution to conferenceAbstractpeer-review


Industry reports indicate that more than half of consumed calories come in packaged goods and soft drinks with questionable nutritional properties. Considering expanding waistlines worldwide and the centrality of retailers and suppliers in food distribution, many hold these organizations at least part responsible for helping consumers to eat more healthily. Deploying stakeholder theory, we propose that marketers should undertake health promotion activities as part of their Corporate Social Responsibility (CSR) practices, thus benefitting consumers, public health, corporate reputations, shareholder value, and alignment with public policy priorities. The work contributes to CSR literature by positioning healthy eating promotion in the CSR domain and exploring potential initiatives in the retailing context. Literature review in parallel with managerial group discussions helped to identify activities supporting healthy behaviors adoption, and translate these requirements into actionable CSR strategies. Open-ended questionnaires (n=176) explored in detail consumer expectations of identified CSR strategies. Content analysis confirmed expectations of retailer and supplier involvement in healthy eating promotion. Quantitative surveys in the USA (n=277) and the UK (n=223) validated the derived list of activities in terms of consumer expectations and approval.
Original languageEnglish
Publication statusPublished - 7 Jan 2017
EventConference of the Academy of Marketing Science - Disney World, Disney World, United States
Duration: 18 May 201621 May 2016


ConferenceConference of the Academy of Marketing Science
Abbreviated titleAMS
Country/TerritoryUnited States
CityDisney World
Internet address


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