The high-hanging fruit: CSR in the context of the Chinese food and beverage industry

Abstract

Corporate social responsibility (CSR) is one of the key trends in both the arenas of business practice and academic research. With the aim of exploring the development of CSR in China during the last decade and shedding light on the current challenges and future opportunities, the food and beverage industry is chosen as context for this study due to its significant impact and potential growth economically and socially in China. In order to obtain a holistic view of the issue, triangulation of semi-structured, in-depth interviews with ten experienced practitioners using quota sampling approach covering a variety of the value chain members, covert observational technique and case study methodology was adopted for primary data collection methods, coupled with secondary data sources including companies and industry internal documents, industry databases and government and published statistics where available and deemed to be reliable. Applying the CSR life-cycle model by Guzman and Becker-Olsen (Strategic corporate social responsibility: A brand-building tool. In: Louche C, Idowu SO, Filho WL (eds) Innovative CSR: From risk management to value creation. Greenleaf Publishing, Sheffield, pp 196–219, 2010) based on stakeholder awareness and expectations, findings of this study confirm the hypothesis that China is currently in the early market expansion and growth phase which is characterised by the increase in companies engaging in CSR and in consumer awareness, with good examples of diversifi ed CSR programmes and potential employee recruitment and retention rewards. Despite the relatively slower pace of development than that of the economic progress, the outlook for the evolution of CSR is positive in China, and the implications for different approaches to resource allocation and needs for adaptation unique to the territory have been discussed.