Sari Forsman‐Hugg, Juha‐Matti Katajajuuri, Inkeri Riipi, Johanna Mäkelä, Katja Järvelä and Päivi Timonen
This paper aims to identify and define the content of corporate social responsibility (CSR) for the food chain.
Abstract
Purpose
This paper aims to identify and define the content of corporate social responsibility (CSR) for the food chain.
Design/methodology/approach
A qualitative research approach was applied in the study, based on participatory and case study research methodologies. The study drew on three different case food products and their supply chains: rye bread, broiler chicken products and margarine. The content of CSR was built through participatory workshops, the aim of which was to elicit the ideas of different stakeholder groups.
Findings
The study identified seven key dimensions of food chain CSR: environment, product safety, corporate nutritional responsibility, occupational welfare, animal health and welfare, local market presence and economic responsibility.
Originality/value
The results provide food and agribusiness companies with a better understanding of core CSR issues and their relevance in complex chains and networks. This may encourage the companies to promote their activities in a more responsible and sustainable direction and offer elements to build sustainable business cases. In addition, the results may indicate a change towards broader understanding of what is meant by corporate social responsibility.
Details
Keywords
Eva Heiskanen, Kaarina Hyvönen, Mari Niva, Mika Pantzar, Päivi Timonen and Johanna Varjonen
Consumers are sometimes unexpectedly resistant toward radically innovative product concepts, and it is often argued that this is due to their difficulties in understanding the…
Abstract
Purpose
Consumers are sometimes unexpectedly resistant toward radically innovative product concepts, and it is often argued that this is due to their difficulties in understanding the novel products. Thus, marketing research has focused on new ways to make consumers familiar with new product concepts. The purpose of this study is to present the argument that educating consumers may not solve all problems, and may sometimes even address the wrong question.
Design/methodology/approach
The authors' previous research on consumer responses to new product concepts for the purchasing and consumption of food is drawn upon to explore the reasons for consumers' acceptance of and resistance to radical product innovations.
Findings
Ignorance about radical product concepts is not the sole reason for consumers' resistance to novelties. In many cases, consumers understand the product concepts fairly well. Their lack of enthusiasm stems from other reasons, including the innovation's instrumentalism, its impact on consumers' autonomy, as well as its organizational complexity and systemic effects.
Practical implications
The findings suggest that companies introducing new product innovations may need to take consumers' resistance more seriously. They might need to reconsider the acceptability of new product innovations, and integrate these considerations at earlier stages of the innovation cycle. A more open‐ended approach to concept testing is suggested, encouraging users to evaluate concepts more critically. Concept testing should not be used as a pass/fail screen, but as an opportunity to learn more about potential impacts of the innovation on everyday life and society.
Originality/value
The paper reconsiders resistance to innovations, and demonstrates the value of consumer research for product development.