Consumers' Perception of Social Responsibility in Foodservice Companies: A Comparative Analysis of Perceptions by General Characteristics

The purpose was to analyze the differences perception of social responsibility in foodservice companies depending on consumer's general characteristics so that it could show the level of perception of corporate social responsibility. Self-administrated questionnaires were completed by 492 consumers and data were analysed by frequency, factor analysis, reliability analysis, t-test and one-way ANOVA. The primary results are as follows : Six corporate social responsibility(CSR) factors were obtained : culture business activity(7 variables), philanthropic responsibility(6 variables), legal․ethical responsibility(7 variables), consumer right protection(5 variables), economic responsibility(4 variables) and environmental responsibility(4 variables). Also, the importance that consumers recognize on social responsibility in foodservice companies was surveyed to be higher in order of consumer right protection, environmental responsibility, and economic responsibility. As a result of analyzing the differences in perception on CSR by general characteristic, women than men, non-students than undergraduates, and consumers with more visiting frequency were indicated to be showing high values in perception on social responsibility in foodservice companies. Based on these results, in order to perform social responsibility that the foodservice companies can be favorably felt by consumers, it is judged that a company will need to sincerely implement the socially responsible activity in the aspects of consumer protection and environmental protection through a manager's firm intention more than anything, and will need to be accompanied an effort to practice along with allowing consumers to form the fellow feeling.