1School of Health and Society, Faculty of Social Sciences,University of Wollongong,Building 15,Northfields Avenue,Keiraville,NSW 2522,Wollongong,Australia.
Public Health Nutr. 2017 Dec;20(18):3372-3380. doi: 10.1017/S1368980017002051. Epub 2017 Aug 29.
Recent studies have identified parents and children as two target groups whom Big Food hopes to positively influence through its corporate social responsibility (CSR) strategies. The current preliminary study aimed to gain an in-depth understanding of parents and children's awareness and interpretation of Big Food's CSR strategies to understand how CSR shapes their beliefs about companies.
Community-based qualitative semi-structured interviews.
New South Wales, Australia.
Parents (n 15) and children aged 8-12 years (n 15).
Parents and children showed unprompted recognition of CSR activities when shown McDonald's and Coca-Cola brand logos, indicating a strong level of association between the brands and activities that target the settings of children. When discussing CSR strategies some parents and most children saw value in the activities, viewing them as acts of merit or worth. For some parents and children, the companies' CSR activities were seen as a reflection of the company's moral attributes, which resonated with their own values of charity and health. For others, CSR strategies were in conflict with companies' core business. Finally, some also viewed the activities as harmful, representing a deceit of the public and a smokescreen for the companies' ultimately unethical behaviour.
A large proportion of participants valued the CSR activities, signalling that denormalising CSR to sever the strong ties between the community and Big Food will be a difficult process for the public health community. Efforts to gain public acceptance for action on CSR may need greater levels of persuasion to gain public support of a comprehensive and restrictive approach.
最近的研究发现，家长和儿童是大型食品公司希望通过企业社会责任（CSR）战略积极影响的两个目标群体。本初步研究旨在深入了解家长和儿童对大型食品公司 CSR 战略的认知和解释，以了解 CSR 如何塑造他们对公司的信念。
基于社区的定性半结构化访谈。
澳大利亚新南威尔士州。
家长（15 名）和 8-12 岁的儿童（15 名）。
当展示麦当劳和可口可乐的品牌标识时，家长和儿童都能自发地识别出 CSR 活动，这表明这些品牌与针对儿童环境的活动之间存在很强的关联。当讨论 CSR 战略时，一些家长和大多数儿童认为这些活动有价值，将其视为值得赞扬或有价值的行为。对于一些家长和儿童来说，公司的 CSR 活动反映了公司的道德属性，这与他们自己的慈善和健康价值观产生共鸣。对于其他人来说，CSR 战略与公司的核心业务存在冲突。最后，一些人还认为这些活动是有害的，代表了对公众的欺骗和对公司不道德行为的烟幕。
很大一部分参与者重视 CSR 活动，这表明要将 CSR 去正常化，打破社区与大型食品公司之间的紧密联系，对于公共卫生界来说将是一个困难的过程。为 CSR 采取行动争取公众接受的努力可能需要更大程度的说服力，以赢得公众对全面和限制性方法的支持。
