Academic journal article Journal of Sustainable Development

Perception of Corporate Social Responsibility by Consumers of Danmex: Mexico

Academic journal article Journal of Sustainable Development

Perception of Corporate Social Responsibility by Consumers of Danmex: Mexico

Article excerpt

Abstract

The business sector is at the frontier of a new paradigm that entails assuming social responsibility for its activities from an increasing social pressure to operate sustainably. Despite a growing literature regarding this topic, is barely analyzed how consumers perceive the social responsibility of corporations, which is the purpose of this study in the company Danmex de México. The research method is based on the linear regression and correlational analysis. The results show discretionary and environmental factors with the highest incidence in the perception of the image in the corporate social responsibility at Danmex, followed by ethical and community factors.

Keywords: corporate social responsibility, social responsibility models, perception of corporate social responsibility and corporate image

1. Introduction

Over time, in addition of generating profitability for its shareholders, companies have also contributed in some way with the societies of which they are part (World Business Council for Sustainable Development, 1998) through a bond of social responsibility traditionally recognized as philanthropy (Correa, Flynn & Amit, 2004). But the issue has taken a new interest in which organizations are orienting: to assume responsibility for its operation and the impact on society and natural environment (Labandeira et al., 2007) although in Mexico the corporate social responsibility (CSR ) is in an incipient stage of development, the few companies that have socially responsible programs are usually limited to large companies, subsidiaries of multinationals, or to nationals of large size (Saldaña, 2010; Market & Garcia, 2007) however, the trend in relation to this indicates that an increasing number of companies are starting to adopt this programs (Meyskens & Paul, 2010).

However, beyond this voluntary commitment and the fulfillment of regulatory and conventional obligations, companies that promote and invest in social responsibility strategies do it more in response to various social, environmental and economic pressures (International Organization for Standardization, 2010; Commission of the European Communities, 2001) than by their own initiative to help achieve a better society and a cleaner environment; the intention that continues to motivating them is to increase profitability (Commission of the European Communities, 2001).

Nevertheless despite the importance of social responsibility and its imminent development in the business world, there are few studies on how consumers perceive social responsibility. This study aims to identify the factors that influence consumer perception in Danmex and potentially in its image. It seeks that the company focus its responsibility strategies in conciliating social development and preserving its captive market or even increasing their participation (Commission of the European Communities, 2001). To do this, the main models are analyzed as well as specific studies on the subject that have been proposed throughout time in specialized literature. The statistical method used is based on the linear regression and correlational analysis (Fernández & Baptista, 2010).

2. Contextual Framework: Danmex and Its Responsible Practices

The multinational company Groupe Danone based in Paris, France, has as main activity the production of dairy foods and beverages, with a presence on five continents and in 121 countries through 40 manufacturing facilities and three business divisions: dairy products, bottled water and medical nutrition (Danone, 2013). It is one of the top ten dairies in the world with annual sales of 25 billion dollars and 101, 881 workers (Economics, 2013). Danmex, Danone Groupe subsidiary in Mexico, concentrates a participation on mexican market of 19.8% of all processed foods, just below those ofbakery (Economics, 2013).

The Group has certified in various areas that support the health and safety with which it operates, such as ISO22000: 2005 of the management system of food safety, the ISO14001 of the environmental management system, the Food Safety System Certification 22000 and the AIB 2012 International Standard. …

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