Welcome to the InfoSci Platform
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: © 2019 |Pages: 26
ISBN13: 9781522561927|ISBN10: 1522561927|EISBN13: 9781522561934
DOI: 10.4018/978-1-5225-6192-7.ch070
Cite Chapter Cite Chapter

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." Corporate Social Responsibility: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 1340-1365. https://doi.org/10.4018/978-1-5225-6192-7.ch070

APA

Pino, G. & Blázquez-Resino, J. J. (2019). The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude Towards Genetically Modified Food: Implications for Private Branding Strategies. In I. Management Association (Ed.), Corporate Social Responsibility: Concepts, Methodologies, Tools, and Applications (pp. 1340-1365). IGI Global. https://doi.org/10.4018/978-1-5225-6192-7.ch070

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 Corporate Social Responsibility: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1340-1365. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6192-7.ch070

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.