Corporate and Consumer Social Responsibility in the Italian Food Market System

Abstract

Nowadays, the modern consumer is paying more and more attention to the consequences of purchasing decisions in terms of social, ethical and environmental aspects. In the Italian food system also, the purchase of products requires consumers' decisions that are increasingly dependent on factors linked not only to quality/price relationship but also to issues of production, the environment, human and animal rights. The aim of the chapter is to offer a view of the relationship between Italian consumers and their social responsibility; to show the role of corporate social responsibility on food production (where the basic instrument of CSR, social audit, is only still a voluntary business choice) and to underline knowledge and importance of it to consumers and their willingness to purchase the products of ethically oriented companies. This chapter is based on empirical research: 933 city-based families filled in a survey. The most important points emerging from this study were that consumers' lack knowledge about responsible corporate initiatives or do not trust them, but also that quality and affordability are important.

Digital and Green Behaviour: An Exploratory Study on Italian Consumers

“…Furthermore, prosocial behaviours are triggered by positive emotions, and this can lead to more cooperative conduct [34]. In other words, prosocial behaviours can include interventions of public utility, such as in the case of actions to safeguard the ecosystem [35]. In fact, it is no coincidence that the concept of sustainability includes social, environmental, and economic pillars [36].…”

“…Within this framework, the 2030 Agenda underlines the central role that research has in creating the knowledge needed for reaching the goal of sustainability [38]. For these reasons, our research intends to study a construct in which attitudes towards social aspects, which could be referred to as general aspects of the first five goals of the 2030 Agenda [37], are linked to green consumption (which could be referred to as SDG 12 of the 2030 Agenda [35]). In other words, and in accordance with some authors [28], our research hypothesis (RH1) was as follows:…”

“…In other words, green consumption is also the decision by people to buy eco-friendly products and recycled goods [40,41]. Thus, understanding the impact of eco-friendly consumption values on people's buying behaviour becomes essential for allowing firms to focus on goods and processes designed to minimize environmental impacts [35]. This concept might also hold great relevance for both academics and sellers, who are intent on understanding how green values shape and impact individuals' responses to green marketing communications [42,43].…”

“…This concept might also hold great relevance for both academics and sellers, who are intent on understanding how green values shape and impact individuals' responses to green marketing communications [42,43]. In this regard, according to some academics [35], green values affect receptivity to green advertising; according to other authors [44], green advertising wields positive effects over consumer attitudes and intentions. However, one focal aspect involves asking whether some people are more sensitive to green advertising than others [42], and according to some authors [28], this statement is confirmed.…”

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“…Chen (2010) reached the same conclusion when he found that companies were pressured by consumer demands and marketing trends, which forced them to enter the market even when they were not ready. Within this context, Boccia and Sarno (2013) discovered that corporations actively manipulate unsuspecting consumers through The United Kingdom CMA published its Green Claims Code and accompanying guidance in 2021.…”