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No... I haven’t heard about it: The challenge of CSR communication in developed and
developing countries in the food industry1
Jacqueline BOYSSELLE
MRM, Labex Entreprendre
Tel.0633691811
E-mail: [email protected]
Philippe AURIER
MRM, IAE-Université Montpellier
E-mail: [email protected]
Gilles SÉRÉ DE LANAUZE
MRM, IAE-Université Montpellier
E-mail: [email protected]
Place Eugène Bataillon
34095 Montpellier cedex 5
1Les auteurs tiennent à remercier Labex Entreprendre pour le financement qui a permis de réaliser cet article.
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No... I haven’t heard about it: The challenge of CSR communication in developed and
developing countries in the food industry
Abstract: The aim of this study is to show that cultural differences between countries with
regard to Corporate Social Responsibility (CSR) communication have an influence on
consumers’ CSR value perception (the functional, emotional and social benefits) as well as
their buying behavior. Results show that in Mexico only the functional and social benefits
influence the value perception level in CSR communication, while in France all three
elements are particularly relevant. Our study integrates qualitative data into Lai’s Empirical
Model of Customer Value for Consumer Markets (1995).
Key Words: CSR communication, perceived value, consumer behavior, France, México.
Non... Je n’en ai pas entendu parler : Les défis de la communication RSE dans les pays
développés et en développement, dans le secteur alimentaire.
__________________________________________________________________________
Résumé : Le but de cet article est d’identifier s’il existe des différences culturelles par rapport
à la communication liées aux démarches RSE des entreprises. En effet, nous nous intéressons
à l’impact de la communication RSE sur la perception de la valeur et sur le comportement
d’achat des consommateurs. La perception de la valeur, est appréciée en termes de besoins
fonctionnels, sociaux et affectifs. Le cadre conceptuel du modèle de la valeur de Lai (1995)
est ici mobilisé, et permet l’analyse des données qualitatives de consommateurs. Les résultats
montrent qu’en France indifféremment les bénéficies sociaux, fonctionnels et affectifs sont
impactés par la communication responsable, tandis qu’au Mexique cette influence positive
concernent seulement les bénéfices fonctionnels et sociaux. Mots-clés : Communication RSE,
valeur perçue, comportement du consommateur, France, Mexique.
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No... I haven’t heard about it: The challenge of CSR communication in developed and
developing countries in the food category
Introduction
Today, consumers worldwide are becoming ever more interested in their own well-being and
that of their family and consequently desire to become more responsible food consumers.
According to Pinkston and Carroll (1994), the stakeholder perspective is increasingly gaining
ground, and companies have been put under growing pressure to exhibit good corporate
citizenship in each country in which they operate. Maloni and Brown (2006) developed a
comprehensive framework to describe the operational and strategic link between the concept
of CSR (Corporate Social Responsibility) and the food supply chain; it consists of eight
categories: animal welfare, biotechnology, environment, fair trade, health, safety, labor and
human rights. Additionally, Harman (2011) assesses that CSR is highly relevant in the food
industry as it has both a strong impact and also a dependency on the economy, the
environment and on society. Consistent with these findings, the food market shows that the
consumption of organic food has drastically increased over the last two decades. For example,
in Latin America organic production has increased in recent years with its land representing
approximately 20% of the world’s organic land. And furthermore, Mexico has the greatest
total number of organic farms (Yussefi, 2006) and is the fifth largest producer of organic food
(SAGARPA, 2011). According to the Agency Bio 2(2012), France stood in fourth place in the
European ranking for organic agriculture after Spain, Italy and Germany in the year 2011.
Additionally, its organically farmed area in the first half of 2012 reached almost one million
hectares. In contrast, 90% of organic food production in Mexico is exported to United States,
2 Agence Bio : Is an Agency created by the French Minister of Agriculture with the aim to promote the
organic farming in the country.
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the European Union, and Japan, leaving only 10% of organic food stock for the internal
Mexican market (SAGARPA, 2008).3 In fact, even while the local market for organic
products is growing in Latin America, exportation still predominates (Barret et al., 2002).
A growing body of research shows that a company’s positive record of CSR communication
can lead to loyalty, and in some cases, can turn customers into brand ambassadors who may
be willing to even pay higher prices to support the company’s social and environmental
programs (Sen, and Bhattacharya,2001; Greening and Turban, 2000). In line with these
findings, Holbrook (1994, 1999) describes perceived value as a fundamental outcome in any
marketing activity. As a result, firms are more willing than ever to identify which actions will
allow them to improve the perceived value of their products in order to benefit from a higher
purchasing rate, even when strong economic constraints may exist. The overarching aim of
this study is to increase understanding of the value perception in CSR communication looking
specifically at organic and fair trade labels as communication channels in consumers from two
different cultures and economic environments: French and Mexicans. Most of this academic
work has been conducted in the United States and Europe while few studies have been done
in Latin America. As a result, we consider that our research contributes to the international
marketing literature by giving some insights about which business activities are the most
relevant of CSR according to French and Mexican consumers and this consequently allows us
to gain deeper insight into their buying behaviour with regards to CSR communication in the
food industry.
Literature Review
1.1 The role of culture in the perception of CSR activities : France and Mexico
Theoretical perspectives on Corporate Social Responsibility have been developed for over
two decades (Bowen, 1953; Carrolls, 1979, 1991; Freeman, 1984; Capron and Quairel-
3 SAGARPA : The Minister of Agriculture, Livestock, Rural Development, Fisheries and Food in
Mexico
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Lanoizelée; Merlin-Brogniart et al, 2009). However, it is only during the last decade that
businesses have begun to exhibit evidence of CSR in their strategic management worldwide.
As a result, the role of culture shouldn’t be underestimated in the construction of consumers’
perception of CSR activities. Hofstede (1980, 1991) describes culture as the collective
programming of the mind and the collective value system shared by a group of people. In fact,
Andreu et al (2005) states that there are notably four dimensions of national culture that can
modify consumer buying behavior: individualism versus collectivism, masculinity versus
feminity, uncertainty avoidance and power distance. According to Hofstede’s cultural
dimensions theory, France is considered to be an individualistic society and Mexico is
considered a collectivist one. Collectivism is manifested by a close long-term commitment to
the member group, like a family or extended groups or relationships. On the other hand,
individualistic consumers will be more inclined to put their personal satisfaction and welfare
over the societal welfare and the CSR activities of companies (Andreu et al, 2005). Mexico is
considered to be a masculine society which places greater emphasis on wealth, success,
ambition, material things, and achievement, whereas France is considered to be a feminine
society which places greater value on people, helping others, preserving the environment, and
equality (Hofstede, 1980). We believe that CSR activities will probably be evaluated as more
important in feminine societies than in masculine ones. Furthermore, in countries where
uncertainty avoidance is high, which is the case of France and Mexico, members of the society
feel threatened by unknown situations (Hofstede, 1991). Finally, the dimension of power
distance deals with the fact that all individuals in societies are not equal. Berthoin and Sobczak
(2007) assert that the discourse and practice of CSR in a country are embedded in the
understanding of the role of other groups of social actors, both which evolve over time. For
example, cultural factors, such as religion, help shape values and expectations of various
actors involved (Berthoin and Sobczak,2007). Looking at the internal aspect of CSR in France
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through the governmental sphere, formal laws in labor-management relationship are widely
accepted (Rey, 1980). However, the idea of communication about corporate social
performance to a larger public goes against the grain of the French culture. Instead, discretion
on the part of individuals or companies is regarded as a proof of sincerity and
disinterestedness (Segal, 2003). In addition, skepticism concerning public reporting and the
understanding of a central role held by the government have a clear influence on French social
reporting. Moreover, the challenge for corporate social responsibility (CSR) in developing
countries is framed by a vision of a world with less poverty, hunger and disease, greater
survival prospects for mothers and their infants, better educated children, equal opportunities
for women and a healthier environment (UN, 2006). As we look at CSR in developing
countries, we find it to be the least studied in Latin America (Haslam, 2007). In fact, Weyzig
(2006) observes a general lack of stakeholder engagement in Mexico, leading to a situation in
which the CSR agenda is almost exclusively shaped by businesses. Meyskens and Paul (2010)
note that Mexican family-owned firms prefer discretion in terms of CSR activities because
promoting a company’s image as socially responsible would require disclosure of information
and therefore they would be subject of added expectations of corporate philanthropy. Previous
research has investigated whether Mexican values, and local philanthropy tend to follow
global norms emphasizing global reporting standards and limiting their analysis to CSR
practices in only three areas: the environment, community relations, and labor relations.
(Meyskens and Paul, 2010).
1.2 Consumer outcomes from CSR communication
The potential influence of CSR programs on stakeholders depends on the company’s ability to
communicate and at the same time their ability to get support from consumers and to have a
deeper understanding of key issues related to CSR communication (Sjoberg, 2003). Over the
three last decades, CSR communication has become more open and transparent in order to
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increase customer awareness (Lantos, 2001). In CSR communication, a company has different
communication channels, such as a corporate responsibility report in which organizations
publicly communicate their values and commitments to their stakeholders. In addition, a
website allows organizations to reach multiple consumers within a specific target market.
Finally, branding is commonly communicated through packaging in the food or clothing
industry in order to reinforce the brand imagery with regards to CSR activities. Another
powerful communication tool that should be encouraged by companies is word of mouth.
Companies should not underestimate the power and reach of employees as CSR
communicators (Dawkins, 2004). Moreover, Hoeffler and Keller (2002) found that CSR
communication is a source of hedonic benefits as it generates sentiments of self-expression.
Indeed, when consumers find themselves engaged with a company in societal activities, they
feel a link between their values and their surroundings. In addition, Bhattacharya and Sen
(2004) found that CSR communication contributes to consumers’ sense of well-being. This
benefit is “rewarded” by consumers in the market place. Outcomes from CSR include positive
company evaluations (Brown and Dacin, 1997), higher purchasing intentions, (Mohr and
Webb, 2005), resistance to negative information about the organization, (Peloza, 2006),
positive word-of-mouth communication (Hoeffler and Keller, 2002) and a willingness to pay
higher prices (Laroche and al., 2001). However, researchers agree that reducing stakeholder’s
skepticism remains a critical step to building customer awareness and maximizing profits
(Bueble, 2008). Furthermore, according to Woodruff (1997), purchasing behavior with
regards to consumption and loyalty has drastically changed due to the emergence of the
widening of choices and the ever-growing global competition (e.g. discount and private
brands) and the economy’s slowing-growth. We are in the midst of an economic crisis, which
limits CSR effectiveness due to consumer’s concerns regarding their purchasing power.
Bertrandias and Lapeyre, (2010) describe the purchasing power concern as, “the degree of
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importance attached by the consumer to preserve his/hers ability to buy”. Nevertheless,
Crawford and Mathews (2001) state that consumers care more about getting “fair and honest”
prices than about getting the lowest price. In addition, Rucker and Galinsky, (2008) indicate
that economic hardship fosters a desire to acquire products associated with status to
compensate for the lack of purchasing power.
Conceptual Framework
The concept of perceived value made its appearance in marketing research in the 1990’s and
this period is considered the “value decade”. Relevant proposals have emerged from
marketing researchers such as Lai (1995), who states that consumer value is the level of
valuation of product consumption or possession. Consumers are buying products not only for
their transactional value, but also for the benefits that will satisfy their personal needs or
affirm their values. In our research we chose to integrate three benefits from his model of
customer value: functional benefits, social benefits and affective benefits. We believe that
these values are strongly related to some of the most common CSR communication responses
such as: the empathy response (Hoffman, 2000); the pride response (François-Lecompte and
Valette-Florence, 2006) and the well-being response (Tagbata and Sirieix, 2008; Bhattacharya
and Sen 2004). However, there is little research linking CSR communication to brand equity
(Keller, 2003; Parguel, 2007) and virtually no research linking CSR communication to
perceived value as it is a natural antecedent of customers brand equity and loyalty. As a result
we have integrated these two concepts, making a significant contribution toward CSR
communication research.
3. Research Method
According to Miles and Hubberman (1994) “one major feature of the qualitative research is
that they focus on naturally occurring, ordinary events in natural settings, so that we have a
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strong handle on what real life is”. Previous to our study, similar qualitative methods were
used to study consumer behaviour related to CSR (Green and Peloza, 2011; Mohr et al, 2001).
In order to better understand the research question, we chose to use a qualitative approach to
our research. We conducted 20 personal semi-structured interviews: ten French language
interviews held in France, in the region of Montpellier (south of France) and ten Spanish
language interviews held in Mexico, DF and Morelia. The interviews lasted about 30 minutes,
and they were conducted at the interviewee’s home. The conversations were recorded and
then transcribed (verbatim) in their original language. Subsequently, each transcript was
translated into English, reviewed, analysed and discussed in detail with other consumer
behaviour researchers. The four main topics in the interviews were: the definition of CSR,
CSR dimensions, CSR communication responses and perceived value, CSR communication
channels, and obstacles for a positive perception of CSR communication. It should be noted
that the interviews took place at a time when consumers were especially sensitive to the
current political and economic situation, in our case, the presidential elections in both
countries and the current worldwide economic and social crisis. In this context, issues such as:
purchasing power and social justice are especially sensitive. The sample group in France
included 3 males and 7 females, ranging from 30 to 75 years old. In Mexico, it included 4
males and 6 females, from 25 to 75 years old. Respondents were selected according to the
following criteria: their place of residence (urban and rural), income level, environmental
awareness (high or low), profession, and age (see annex 1).
4. Results
We will highlight a number of key findings, focusing on differences and similarities between
French and Mexican consumers with regard to the different topics in our interview guide.
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4.1 CSR definitions and dimensions
First, we found that for French and Mexican interviewees, CSR has three clear internal and
external dimensions: economic, environmental and social: “For me it is a business whose
main aim is to be profitable” (Vanessa, French, 35 years old). French consumers added that
socially responsible businesses should behave ethically with their employees: “For a
company to be considered socially responsible it must have a salary policy; it is a company
that cares about its employees” (Yann, French, 4O years old). In contrast, Mexican
interviewees emphasized the idea that employees should be treated like family members in the
workplace: “When a company motivates their employees, they make them feel like part of the
family” (Elena, Mexican, 65 years old). Also, employers should help employees
philanthropically: “A company should not only consider the economic well-being of the
employee, but should also give them training for their professional success and help them to
buy shoes for their children, which in tern helps their children finish primary school” (Juan
Pablo, Mexican, 26 years old). Moreover, employees should be fully engaged with their job
in order to reap positive benefits from their employer: “If employees don’t meet the
company’s expectations, the company can’t be responsible for the employee’s well being”
(Elena, Mexican, 65 years old). Furthermore, the majority of interviewees noted business
environmental concerns such as the implementation of a cleaner production process: “A
company should have internal policies in order to have the least environmental impact, like:
waste treatment, energy savings etc.”(Yann, French, 4O years old). Mexican respondents
noted that employees should be trained on sustainable processes in order to respect the
environment at their workplace. “A company is socially responsible even when they don’t
communicate it; managers are demanding with their employees. They train them to be
conscientious about environmental issues”(Lizette, Mexican, 37 years old). Additionally,
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French interviewees suggest that local producers and smaller businesses seem to be more
environmentally conscientious than multinationals: “I prefer to buy directly from local
producers, rather than buying organic vegetables in the supermarket. For example, an
organic salad that comes in a plastic bag, it may be organic but it’s not environmentally
friendly… what I blame sometimes from the organic label is their industrial scale production
processes” (Yann, French, 4O years old). Finally, French interviewees indicated that CSR
businesses are more likely to care about social justice and provide economic support to
developing regions of the world such as Africa and Latin America. In contrast, Mexican
respondents consider that a business with a CSR engagement is expected to contribute to
society’s cultural and sports activities, to help people from indigenous villages, and hire
unemployed indigenous people. “It could be for example… by promoting culture and sports
to their community…” (Jorge.H, Mexican, 34).
CSR Dimensions French
Informants
Mexican
Informants
Internal External Internal External
Economic
dimension
No differences No differences No differences No differences
Environmental
dimension
Employers have
responsibility with
regards to internal
environmental
issues.
No differences Employees have
responsibility with
regards to internal
environmental
issues.
No differences
Social dimension Employers should
behave ethically
with their
employees.
Employees should
feel that they are
treated fairly in the
workplace.
Philanthropic
agenda outside
the country
(helping
developing
countries)
Employees should
behave ethically
with their
employers.
Employees should
be considered like
a family member
in the workplace.
Philanthropic agenda
inside the country.
(helping Mexican
indigenous citizens)
Table 1. CSR Definition and dimensions
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4.2 CSR communication channels
We found key strategic differences with regards to CSR communication channels. For
example, Mexican consumers recognize a corporate CSR logo with the initials: “ESR”
(Esmpresa Socialemnte Responsable)4 surrounded by a circle and placed below each CSR
Mexican company logo (see attachment 2):“Generally you have a logo with the initials
“ESR” (Empresa Socialmente Responsable) (Jorge.H, Mexican, 34); “Well, in here the
symbol for a socially responsible business is standard, it has been the same since
“CEMEFI5” launched it. It is an E, an S and an R surrounded by a circle (Juan Pablo,
Mexican, 26 years old). French respondents mention that they know that there is a societal
label for companies but they don’t recognize a logo for these activities. In contrast, they
recognize two main food product labels from food companies with social, environmental and
ethical activities: “organic” with the well known “AB” initials and “fair trade” which is less
representative for them but is associated with the label Max Havelar: “When I see the logos
“AB” I do really think that products are organic” (Alba, French, 40 years old). However, the
majority of Mexican consumers have hardly seen or heard about the “fair trade label: “I
haven’t heard about it” (Jose Manuel, Mexican, 78 years);“No, I don’t know the meaning of
fair trade”(Jorge B, Mexican,68 years old); “I saw them once in a house where I
work”(Esperanza, Mexican, 60 years old). Furthermore, Mexican respondents, describe
several inconsistent labels for organic products “Yes, the label says Bio or organic, and it has
a small tree in it that refers to environmental protection” (Elena, Mexican, 65 years old).
Concerning the communication channel for CSR activities, French consumers mention that
there is not much communication for these products. Therefore, the product label itself,
shelves in supermarkets, and word of mouth are the most common channels for these
4 ESR : See Annex 1 (Empresa Socialemnte Responsable)
5 CEMEFI Mexican Center for Philantropy, a non-profit organization, promotes a culture of
philantropy and CSR since 1988.
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activities: “Word of mouth always works, when people are happy to find good products they
like to communicate about them” (Gerard, French, 64 years old).
CSR Communication
Channel
French Informants
Mexican Informants
Logo for CSR Nonexistent ESR (Empresa Socialmente
Responsable)
Logo or Label for
“Organic”
“AB” No consistency
Logo or Label for
“ Fair Trade”
Max Havelaar Nonexistent
Table 2. CSR communication channel
4.3 CSR communication responses and perceived value.
Mexican and French participants reported that buying organic products made them feel good.
In fact, we found that their children’s health and well-being is a top priority for these
consumers: “I think that we can feel healthier. We avoid all the industrial chemicals”
(Frederique, French, 35 year old); “I am giving (my son) something healthier, it gives me
peace of mind, that’s it” (Jorge H, Mexican, 30 years old). However, the sentiment of
contributing to the environment is higher for French consumers than to Mexican ones. “I tell
myself that with this behavior, I contribute to a better environment, and then, I simply think of
my children” (Christell, French, 32 years old). The well being of my family is more important
than the impact of environmental issues” (Jorge B, Mexican, 68 year old). Buying fair trade
products also evokes positive feelings for French consumers: “I feel proud, because when I
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am buying (organic) I am helping organic farmers to obtain quality products” (Michel,
French, 75 years old). Thus, fair trade labels generate support and satisfaction from their
consumers by collaborating in social justice projects. In contrast, we identify the pride
response in Mexican participants by the fact that buying organic products is a way for them
flaunt money. In other words it represents a symbol of wealth. “I know that many women buy
organic in order to show off with their friends, it is a matter of status” (Juan Pablo, Mexican,
26 years old).
CSR Responses and
Perceived Value
benefits (France)
French Informants
priorities
CSR Responses and
Perceived Value benefits
(Mexico)
Mexican Informants
priorities
Well-Being - Functional Family Health Well Being - Functional Family Health
Pride -Emotional Through a feeling of
engagement
Pride –Social Through a feeling of
Showing off
Empathy-Social Through a feeling of
collaboration
Nonexistent Nonexistent
Table 3. CSR communication responses and perceived value
4.4 Obstacles for a positive impact of CSR communication
In our research we have identified two underlying impediments to consumer’s positive
perception of CSR communication: purchasing power and skepticism. First, there is a clear
concern with regards to purchasing power: “Not everybody has the possibility to buy organic
products; it is related to their purchasing power (Frederique, French, 35 years). “In fact
these products are more expensive as they are non conventional products” (Elena, Mexican,
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65 years old). In addition, Mexican interviewees suggest that organic products are targeted
toward higher economic and social segments, since these products are more expensive than
mainstream products: “Sometimes I make an extra effort to buy them for my son, but I don’t
think that people from a lower social class can afford them” (Sabah, Mexican, 33 years old).
Also, French consumers report feelings of helplessness, as they cannot buy all the organic and
fair trade products that they would normally like to buy for the well-being of their family due
to higher prices. Secondly, there is skepticism towards CSR business and products, and even
more specifically, organic products. Consumers feel that they lack enough information in
order to judge if a product is actually organic and consequently feel cheated: “Ok, I agree to
buy organic products; I can pay one euro more, but…Is it really organic?” (Gerard, French,
64 years); “There are a lot of skepticism, because wholesalers may create dishonest
packaging just to sell their products (Jorge B, Mexican, 68 years old.) Also, French
interviewees believe that businesses have a hard time following the AB label polices, so they
only choose to be partially compliant. In addition, some Mexican participants feel that certain
companies are involved in social activities in order to reduce their annual taxes: “I think that
most of them do it to reduce their taxes, more than for a real social cause” (Jorge H,
Mexican, 34 years old). Nevertheless, consumers indicated that information about products
via word of mouth increases credibility of CSR communication.
Obstacles to CSR
Communication
French Informants
Mexican Informants
Purchasing Power High Priced products Elitist products
Skepticism (with regard to
businesses)
Lack of information In order to pay less taxes
Table 4. Differences in regard to Obstacles to CSR Communication
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5. Discussion
There is a general consensus between respondents from both countries about three clear
different dimensions for CSR: economical, environmental and social. This assertion is
consistent with the green paper of the European Commission that refers to the triple bottom
line of sustainability (economic, social and environmental factors) as an integral part for the
concept of CSR. Also, results show differences that support Hofstede’s (1980) cultural
dimensions theory. Mexican respondents show to be more collectivist with a higher level of
power distance. For example, for Mexicans, employees should be considered like family
members even while there is a strong hierarchical order among managers and employees. In
other words, employees in Mexico seem to be highly responsible for the company’s
performance. Consistent with these findings, French respondents illustrate a clear link with the
feminine dimension as they care more about the environment, and believe that managers should
be supportive to their employees. The fact that Mexican respondents appear to be more
philanthropic supports the research by Weyzig (2006) who considers philanthropy to be a
dominant orientation in Mexico towards local norms. We observe that CSR communication
has a positive impact on consumer’s perceived value. In line with the three forms of Lai’s
(1995) model of customer value, our findings suggest that for French and Mexican consumers
the response of well-being has a strong relationship to the functional benefit. However,
consumer’s responses with regards to pride have a stronger link with the emotional benefit for
French consumers and with the social benefit for Mexicans. These findings support the
previous research of Rucker and Galinsky (2008) who found that economic hardship leads to
the acquisition of products that can be associated with status. Moreover, major differences
concerning CSR communication stem from the graphic representation and consumer
comprehension of CSR activities by different logos and labels. The fact that Mexicans don’t
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recognize a fair trade label supports the notion that Mexico is still in the early stages of CSR
and that production and distribution of ethic products is locally very limited. This finding
supports Haslam (2007) who observes that in Latin America the CSR agenda is the least
covered in comparison with other regions in the world. Finally, two significant obstacles are
identified: purchasing power concern and skepticism. Purchasing power concerns inhibit the
buying act for CSR products because organic and fair trade products are seen by the majority
as “elitist and high-priced products” (Bertrandias, and Lapeyre, 2005, Green and Peloza,
2011). These findings run contrary to the empirical results from Laroche et al. (2001) and
Mohr and Webb (2005) who claim that customers are willing to pay higher prices for CSR
products. Furthermore, Hofstede (1980) discusses skepticism and the dimension of
uncertainty avoidance where people maintain rigid codes of belief and behavior and they may
show intolerance to unorthodox behavior and ideas. However, skepticism seems to be
stronger in France than in Mexico. This phenomenon has been also discussed by a large body
of researchers and seems to be the next key challenge to overcome for CSR (Bhattacharya and
Sen., 2010; Mohr et al., 2001; Parguel, 2007).
6. Conclusion
In a global context, the CSR challenge poses a relevant question: How can we structure a CSR
communication strategy in order to be more consistent with regards to different economic,
social and environmental landscapes? Through this research we have shown evidence that
CSR has a positive influence on brand value perception between Mexican and French
consumers. However, the cultural environment and the media discourse of CSR in each
country have a different impact on consumer value perception and CSR communication
responses. For example, a lack of communication through mechanisms of fair trade in
Mexico, does not correspond to the benefit of empathy in Lai’s model. The existence of
different labels or logos in each country has an impact on the perception on CSR
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communication for each country. Moreover, there are considerable differences, especially, in
terms of which business activities are perceived by consumers as signifiers of a CSR program.
For example, the role of CSR in Mexico is more philanthropically oriented while in France it
is more about an equality of opportunity in employment. Findings site a few key
recommendations in Mexico and France: managers should carefully study their CSR
communication value proposals by evaluating which are the key activities consumers may be
interested in by a CSR. Additionally, CSR companies should communicate in a more clear,
open, and transparent way to consumers, through reliable communication channels. Future
research may examine the practice of greenwashing in Mexico. Also, future studies could
show how managers see obstacles to CSR communication, purchasing power concern, and
skepticism, and look at possible coping mechanisms by consumers. Finally, we cannot ignore
several methodological limitations regarding time and sample size. Despite the fact that
twenty informants in Mexico and France provide evidence in support of Lai’s model of
consumption values, it would be interesting to confirm these findings with a quantitative
survey.
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Annex 1. French and Mexican Interviewees
Name Age Gender Location Occupation Nationality
Christelle between 30 and 40 years female Chadouillet (Ardéche)
High School professor French
Michel between 65 and 75 male Chadouillet (Ardéche)
Retired Architect French
Frederique between 35 and 45 female Chadouillet (Ardéche)
Psychologist French
Gerard between 60 and 70 male Petit Brahic (Ardéche)
Retired ( Associate Manager) French
Josette between 65 and 75 female Gagniers (Gard)
Retired Sales French
Yann between 35 and 45 male Montpellier
Merchant Navy French
Alba between 35 and 45 female Perols
University Professor French
Vanessa between 35 and 45 female Marsillargues (Pays de Lunel)
works at home French
Cecile between 35 and 46 female Marsillargues (Pays de Lunel)
Sales Manager French
Ana between 35 and 47 female Marsillargues (Pays de Lunel)
works at home French
Jose Manuel between 70and 80 male Mexico D.F.
Retired Sales Director Mexican
Elena between 65 and 75 female Mexico D.F.
Retired executive secretary Mexican
Jorge H between 30 and 40 years male Mexico D.F.
SME's owner Mexican
Sabah between 30 and 40 years female Mexico D.F.
works at home Mexican
Jorge B between 65 and 75 male Mexico D.F.
Civil engineering Mexican
Esperanza between 65 and 75 female Mexico D.F.
domestic worker Mexican
Lizette between 35 and 45 female Mexico D.F.
works at home Mexican
Tere between 60 and 70 female Morelia Michoacan
Sales Manager Mexican
Juan Pablo between 20 and 30 years male Morelia Michoacan
SME's owner Mexican
Mireya between 20 and 30 years female Mexico D.F.
psychologist Mexican
The French language interviews were held in France during May 2012 and the Spanish
language interviews were held in Mexico during August 2012.
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Annex 2. CSR Communication Logos in Mexico.
ESR , (Empresa Socialmente Responsable) the official CSR logo for Mexican and some Latin American
companies.
Group Bimbo: This company was founded in Mexico in 1945. Grupo Bimbo has the most extensive
distribution network in Mexico for bakery and one of the largest on the American continent, with over
51,000 routes. It contains more than 2.1 million points of sale located throughout 19 countries.
CSR logo
