Who's responsible here? US resident perceptions of food retailer social responsibility

Abstract

Perceptions of corporate social responsibility (CSR) for prominent food retailers (Walmart, Costco, Kroger, Target, Trader Joe's, Whole Foods, and Amazon.com) were analyzed through best-worst scaling methodology, which resulted in a relative ranking of perceived CSR for each retailer. Seemingly unrelated regression was used to investigate determinants of CSR rankings by the sample of 299 US residents. Of the retailers included in this analysis, Whole Foods was perceived to be the most socially responsible (37%), followed by Trader Joe's (16%). Respondent characteristics, including gender, children in household, knowledge of retail food business practices, and familiarity with particular food retailers were determinants of the relative CSR rankings. Understanding relationships between demographics and perceptions of food retailers contributes to understanding consumer preferences and demands, which may inform firm decisions.