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C/M/1509. Dissertation. Consumer perceptions of corporate social responsibility in fast food industry

WORDS:
15350
DATE:
2010
PRICE:
159.99 GBP

The dissertation investigates the role of the corporate social responsibility (CSR) in the fast food industry to identify fast food consumers' views on CSR and evaluate the significance of branding for fast food consumers. The review of literature touches on the theory of CSR including the definitions of the concept, stakeholder value, the pros and cons of CSR, the role of CSR in branding and consumer behaviour, the UK fast food market, the history of CSR at McDonalds, etc. The methods of the research are based on the secondary data and the primary data collected via interviews with McDonald’s in-store customers. Conclusions are made about customer perceptions and attitudes towards CSR in the fast food industry, particularly in McDonalds.

 

KEYWORDS: Dissertation, Consumer perceptions, corporate social responsibility, CSR, fast food industry, McDonalds,

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