Consumers' heterogeneous preferences for corporate social responsibility in the food industry

This study reveals the consumer side of corporate social responsibility (CSR) in the food industry, exploring awareness, preferences and willingness to pay for CSR of a representative sample of Italian households. The results clearly indicate that Italian consumers reveal a high level of awareness within clear, though heterogeneous, preferences for CSR initiatives. Five consumers' groups were identified: ‘environmentalists’, ‘pro‐socials’,...