The purpose of this research is to gain a deeper insight into the attitudes of 18 – 25 year olds shopping at Sainsbury’s who are aware of CSR as a business practice, the perceptions they have built up in response to Sainsbury’s promotions and the longer term behaviours this might engender in them as a result, focusing on the following: 1. Amount of packaging used by Sainsbury’s
2. Recyclability of Sainsbury’s packaging
3. Sourcing of Sainsbury’s produce
To aid in developing a deeper understanding the report draws on findings from one group discussion with 9 attendees (see appendix 1 for list of attendees), and 6 in-depth interviews (See appendix 2 for list of interviewees).
1.2 Corporate Social Responsibility (CSR)
Corporate social responsibility is one of the top issues of the political and social plan, as consumers become increasingly aware that not being ethical when choosing products does not only mean high economic cost, but also an environmental and ethical cost. The term is defined as a company’s obligation to exert a positive impact and minimize its negative impact on society (Pride and Ferrell 2006). It is a big challenge and retailers along with consumers act in a way that will reduce the impact that they have on climate change and other environmental issues. People are concerned about the environment, but the majority only make minor changes in their shopping habits. According to Mintel, many consumers believe that business ‘only responds when a regulatory framework gives them no option’. By acting in a socially responsible way food retailers and any other businesses can create a positive public image. 1.3 Sainsbury’s
Sainsbury’s was created in 1869 by John James Sainsbury and his wife Mary Ann in London. From a small grocery store by the year of 1922 it is already the largest British retailer. The company pioneeres the self-service technology and lives its pick during the 1980s. Nowadays the company retains its third position, following market leaders Tesco and Asda. Sainsbury’s is known for “great products at fair price”. The retailer aims to serve its customers well by improving shopping experiences, acting in a responsible way to the communities and the environment that they operate in. Therefore we have been asked to conduct a research on their behalf, focusing on young consumers, considering their higher awareness on ethical and environmental issues. (The data is obtained from Sainsbury’s corporate website)
2.0 Research objectives:
One of the main aims of Sainsbury’s is to keep the CSR ethics. As the area of CSR is very broad, company’s decision is to focus on three main issues – amount and recyclability of packaging and produce sourcing. In order to do that and improve its services, we conducted survey in the form of 1 focus group and six in depth interviews to gain better understanding of the strengths and weaknesses of Sainsbury’s. The following research objectives were set: * To evaluate the level of awareness amongst the target group on CSR * To define the level of support that young consumers have on CSR issues * To identify in which areas of the stated above Sainsbury’s faces customers’ dis/satisfaction * To find out what CSR aspects influence customers’ purchasing behaviour * To monitor what more people expect to be changed and developed in future
4.0 Method of data collection
The methods that were used in order to collect relevant data include one focus group and 6 in-depth interviews, where both of them are classified as qualitative research meaning an unstructured research based on small samples which intended to provide researcher with insight and understanding on certain topic. (Malhotra and Birks, 816) Malhotra and Birks (2007 pg182) defines focus group as “a discussion conducted by a trained moderator among a small group of participants in an unstructured and...