Autori
Franco, Silvio
Cicatiello, Clara
d'Angelo, Davide

Titolo
La comunicazione della responsabilità sociale nel settore agroalimentare: una valutazione di efficacia nella grande distribuzione = Corporate social responsibility communication in food system: an effectiveness analysis in large retail companies
Periodico
Economia & diritto agroalimentare
Anno: 2013 - Volume: 18 - Fascicolo: 3 - Pagina iniziale: 373 - Pagina finale: 390

Corporate brand is a fundamental cue to dif- ferentiate the products of different firms. With a correct communication Corporate Social Responsibility (CSR) is able to support the brand, giving the company a competitive advantage against the competitors. The paper addresses CSR in food systems through all the supply chain, up to the large retail companies. The relationship between firms in the food sector and the communities, as well as the interest about ethics and social issues about food are positive features to implement CSR, but the fragmentation of this sector requires an overall approach. The paper analyses a CSR initiative about the reduction and recovering of food wastes in a supermarket. The results of a survey carried out in the supermarket show the communication strategy effectiveness and the influence of CSR initiative knowing on consumers’ purchasing behaviour.



SICI: 1970-9498(2013)18:3<373:LCDRSN>2.0.ZU;2-X
Testo completo: http://www.fupress.net/index.php/eda/article/download/13864/12911

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