Planet Pillar of CSR in Food Enterprises And Its Marketing Communication
Planet Pillar of CSR in Food Enterprises And Its Marketing Communication
Author(s): Zdenka Kádeková, Ingrida Košičiarová, Filip Tkáč, Jana RybanskáSubject(s): Media studies, National Economy, Business Economy / Management, Energy and Environmental Studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: CSR Activities; Environmental Protection; Food Enterprises; Food Waste; Foreign and Slovak Marketing Communication; Participation; Planet Pillar; PR;
Summary/Abstract: Paper points at the planet pillar of the corporate social responsibility, its activities used in the food enterprises in Slovakia as well as the way the food enterprises communicate these activities with the public. The research was conducted in 125 food businesses based in Slovakia and divided by Slovak and foreign participation. For statistical evaluation were used Likert scale, Two-sample Kolmogorov-Smirnov Z test, Exact tests, Pearson Chi-square test, Contingency coefficient C and Monte Carlo method. The results of our research proved that activities within the planet pillar represent the voluntary integration of environmental aspects into the daily life of the company and interaction with its surrounding to a greater extent in the food businesses with foreign participation. They mainly use recycling, pay attention to the impact on the environment, meet national and international standards, and educate the public in the field of food waste. Almost 65 % of food businesses with foreign participation do have a PR department for applying the CSR activities within PR to build the image of the company. To achieve this goal, they mainly use the company's website, press releases and communiques.
Journal: Marketing Identity
- Issue Year: 9/2021
- Issue No: 1
- Page Range: 295-302
- Page Count: 8
- Language: English