How corporate social responsibility influences consumer behavior: An empirical analysis in the Spanish agrifood sector

Pere Mercadé‐Melé, Carmina Fandos‐Herrera and Sofía Velasco‐Gómez

Agribusiness, 2021, vol. 37, issue 3, 590-611

Abstract: This study analyzes how corporate social responsibility (CSR) influences consumer behavior in the case of the Spanish agrifood sector. The originality of the study resides in the proposed model that explains that CSR influences perceptions of food safety and health, and quality, and that this perceived quality influences consumer behavior, that is, satisfaction and loyalty. Structural equation modeling was used to analyze the data from 295 personal interviews; satisfactory results were obtained for all the proposed relationships. Therefore, we suggest that, to achieve consumer loyalty, agrifood companies should orient their strategies toward creating sustainable relationships based on CSR actions. Other academic and management implications are proposed to complete the paper. [EconLit Citations: M14, M310, Q13].

Date: 2021
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https://doi.org/10.1002/agr.21693

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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:37:y:2021:i:3:p:590-611

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