Since the late 1960's and early 1970's, the term "corporate social responsibility" has come into common. The concept of CSR has attracted considerable attention in recent years. However, CSR may have confused many corporations whether CSR brings benefits to the corporations, whether it is worthwhile to contribute organizational resources to CSR. Different studies have brought different answers to those questions. In the following paragraphs, we will briefly discuss whether CSR are necessary and the effectiveness of CSR. As the competitors have started showing they are socially responsible, it becomes necessary for a fast food corporation to consider the need and importance of CSR if it wants to stay at an advantaged position in the fast food industry. As consumers have more choices due to globalization and consider more today, it may be necessary for a corporation to show it is socially responsible to attract consumers. According to Scalet and Kelly (2010), people are demanding CSR, the market incentives are following consumer preferences for CSR activities and the market is producing it. In related to the fast food industry, Schröder and McEachern(2005) ‘s research suggests that “Most respondents favoured an involvement of global fast-food companies in CSR, whether in the context of providing healthy choices, assuring animal welfare or the sponsoring of community activities.” They also suggest that fast-food retailers for example McDonald’s and KFC should emphasize on customer health, food quality and CSR activities in order to maintain and have new customers.
On the other hand, some studies argue CSR may not be helpful in developing corporations’ brand and gaining advantages. Nicola (2007) describes “awareness of CR policies is low” and “consumers do not act on their beliefs about CR - they will continue to buy brands they know to be irresponsible.” Product quality and consumer fairness are more important than CSR in consumers’ mind, most consumers agree...
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