Abstract
The purpose of this study was to determine the assumptions underlying CSR practice in the South African food retailer industry. To assist with determining the assumptions underlying CSR practice three retailers were selected as case studies. The methodology included a document study and interview with each retailer with specific focus on the food retailers CSR practices, whether CSR practice is aligned with organisational purpose and how CSR practice is measured.
A review of available literature emphasised the importance of stakeholder theory with CSR practice. There was therefore emphasis on the relationships each food retailer had with its stakeholders as this also indicates the food retailers’ main approach to CSR practice. As also seen in the literature review, the contextual nature of CSR makes it difficult to define. This was evident in both the interviews and document studies as what is understood under the academic definition of CSR is labelled sustainability in practice. Further findings indicated that the consumer is the most important stakeholder to the food retailer industry. Furthermore, CSR practice is driven by brand and reputation management and the return on investment the perceptions of being a good corporate citizen generates for the food retailers. This leads to a tick-box or compliance-based approach of CSR practice and implementation. Despite these findings, it can be said from the qualitative data collected, that the study shows a textbook example of how corporate purpose frames CSR practice in the South African food retailer sector.
The intangible nature of CSR makes it difficult to evaluate and can also influence CSR practice to be compliance-based as this makes it easier to measure. Further studies should be conducted to determine more appropriate ways in which to measure and evaluate CSR, these studies could include specific focus on the use of Social Return on Investment (SROI). Further studies could also help determine a more universally understood definition for CSR in the food retailer sector as well as various other industries.
M.A. (Strategic Communication)