摘要
The purpose of this paper is to consider and analyze the profile of modem consumer(careful to consequences of its purchasing decisions in terms of social,ethical and environmental aspects),in order to identify the role of corporate social responsibility(CSR)for consumer through a study on critical,ethical and responsible purchase of food products.The problem is investigated empirically through a choice experiment method,which is a stated preference method based on a household survey,and through the analysis of the survey on consumer perception.In the food industry,the choice of goods and services requires the consumer decisions that seem to be increasingly dependent on factors not attributable only to the quality/price relationship,instead,they also involve issues directly related to ethics,environment and protection of labor.Today,companies do not limit themselves to undertake CSR,but often they choose to bring the stakeholders aware of such conduct,in an attempt to improve corporate reputation and business results.Therefore,it is to outline a synergy between companies'businesses and consumer's choice.The findings are based on data from an Italian region,and as such are not directly extendable elsewhere,although they may result to be of interest to other industrialized areas.The paper offers a comprehensive view of relationship between consumers and theme of social responsibility,and how they interface with firms(especially agri-food big companies)and their products;role that CSR plays in relation to the impact it can have on the consumption of food products from buyers;importance that the consumer gives to CSR when purchasing a food product and consumers'receptiveness towards sustainable strategies;knowledge degree of particular food categories;consumer willingness to purchase ethically oriented companies'products.
