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The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude Towards Genetically Modified Food: Implications for Private Branding Strategies

The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude Towards Genetically Modified Food: Implications for Private Branding Strategies
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Author(s): Giovanni Pino (University of Salento, Italy)and Juan José Blázquez-Resino (University of Castilla-La Mancha, Spain)
Copyright: 2019
Pages: 26
Source title: Corporate Social Responsibility: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-6192-7.ch070

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Abstract

This study aimed to provide food retailers with suggestions useful to design effective private brands. To this end, it addressed the topic of GM food, which is still a highly controversial issue, especially in Italy. The study tested, in particular, a research framework hypothesizing that consumer attitudes towards store-branded GM foods are affected by their values and perceptions about the Corporate Social Responsibility (CSR) of retailers selling these products. A survey conducted on a sample of 260 Italian consumers, revealed that: self-transcending values (benevolence, nature protection) drive consumers to believe that GM food retailers are committed to economic CSR; conservative values (traditions, security) drive consumers to believe that GM food retailers are committed to legal CSR; perceived legal and philanthropic CSR favorably affect consumer attitudes towards store-branded GM foods. The study discusses these results and highlights their practical relevance for the private branding strategies of food retailers.

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