Corporate social responsibility and millennial consumer loyalty: exploring their relationship regarding healthy eating in the fast food sector

Abstract

The food industry has made substantial investments in the promotion of healthy eating as part of an active lifestyle. These actions are usually part of companies’ corporate social responsibility (CSR) strategies that have a dual purpose: social and business. CSR is built on a network of mutually beneficial relationships between a company and its stakeholders. Therefore, the positive perception of CSR initiatives has an influence on the trust and loyalty of stakeholders. Based on evidence about the effects of the perception of CSR on stakeholder behaviour and on company evaluation, this study proposes and tests a conceptual model of the relationship between CSR perception and customer loyalty in the context of a very important and specific topic and group: healthy eating and millennial consumers. The study employs a quantitative method and structural equation modelling (SEM) with data collected from 500 online surveys. The study also evaluates the influence of other variables: consumers’ interest in fast food companies’ CSR initiatives related to healthy eating (INTEREST) and CSR communication on healthy eating via social media (COMMUNICATION), but unlike previous research, it focuses on variables that can be conditioned by companies. The results confirm the relationship with respect to CSR in general terms, but do not do so in relation to healthy eating. In this case, influence is conditioned by moderating variables, which suggests that COMMUNICATION influences company evaluation only when customers have a prior interest in such initiatives and when correct CSR communication exists on social media, which also affects this relationship, although in a negative direction. This research supports the academic current that promotes CSR as an investment that benefits both the company and society.