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The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude towards Genetically Modified Food: Implications for Private Branding Strategies

The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude towards Genetically Modified Food: Implications for Private Branding Strategies

Giovanni Pino, Juan José Blázquez-Resino
Copyright: © 2016 |Pages: 26
ISBN13: 9781522502203|ISBN10: 1522502203|EISBN13: 9781522502210
DOI: 10.4018/978-1-5225-0220-3.ch014
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MLA

Pino, Giovanni, and Juan José Blázquez-Resino. "The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude towards Genetically Modified Food: Implications for Private Branding Strategies." Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, edited by Mónica Gómez-Suárez and María Pilar Martínez-Ruiz, IGI Global, 2016, pp. 333-358. https://doi.org/10.4018/978-1-5225-0220-3.ch014

APA

Pino, G. & Blázquez-Resino, J. J. (2016). The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude towards Genetically Modified Food: Implications for Private Branding Strategies. In M. Gómez-Suárez & M. Martínez-Ruiz (Eds.), Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy (pp. 333-358). IGI Global. https://doi.org/10.4018/978-1-5225-0220-3.ch014

Chicago

Pino, Giovanni, and Juan José Blázquez-Resino. "The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude towards Genetically Modified Food: Implications for Private Branding Strategies." In Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, edited by Mónica Gómez-Suárez and María Pilar Martínez-Ruiz, 333-358. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0220-3.ch014

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Abstract

This study aimed to provide food retailers with suggestions useful to design effective private brands. To this end, it addressed the topic of GM food, which is still a highly controversial issue, especially in Italy. The study tested, in particular, a research framework hypothesizing that consumer attitudes towards store-branded GM foods are affected by their values and perceptions about the Corporate Social Responsibility (CSR) of retailers selling these products. A survey conducted on a sample of 260 Italian consumers, revealed that: self-transcending values (benevolence, nature protection) drive consumers to believe that GM food retailers are committed to economic CSR; conservative values (traditions, security) drive consumers to believe that GM food retailers are committed to legal CSR; perceived legal and philanthropic CSR favorably affect consumer attitudes towards store-branded GM foods. The study discusses these results and highlights their practical relevance for the private branding strategies of food retailers.

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