title: Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry documents.
abstract: OBJECTIVE
  To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected 'Big Food' companies.
  
  
  METHODS
  A mixed methods content analysis was used to analyse the information contained on Australian Big Food company websites. Data sources included company CSR reports and web-based content that related to CSR initiatives employed in Australia.
  
  
  RESULTS
  A total of 256 CSR activities were identified across six organisations. Of these, the majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) or community (19.5%).
  
  
  CONCLUSIONS
  Big Food companies appear to be using CSR activities to: 1) build brand image through initiatives associated with the environment and responsibility to consumers; 2) target parents and children through community activities; and 3) align themselves with respected organisations and events in an effort to transfer their positive image attributes to their own brands.
  
  
  CONCLUSIONS
  Results highlight the type of CSR strategies Big Food companies are employing. These findings serve as a guide to mapping and monitoring CSR as a specific form of marketing.
authors.affiliation: School of Health and Society, Faculty of Social Sciences, University of Wollongong, New South Wales.
authors.forename: Zoe
authors.initials: Z
authors.lastname: Richards
authors.affiliation: School of Health and Society, Faculty of Social Sciences, University of Wollongong, New South Wales.|Australian Health Services Research Institute, Faculty of Business, University of Wollongong, New South Wales.
authors.forename: Samantha L
authors.initials: SL
authors.lastname: Thomas
authors.affiliation: School of Management, Operations and Marketing, Faculty of Business, University of Wollongong, New South Wales.
authors.forename: Melanie
authors.initials: M
authors.lastname: Randle
authors.affiliation: School of Psychology and Speech Pathology, Faculty of Health Sciences, Curtin University, Western Australia.
authors.forename: Simone
authors.initials: S
authors.lastname: Pettigrew
mesh_terms: D001315:Australia; D003254:Consumer Advocacy; D004777:Environment; D005502:Food; D019649:Food Industry; D006801:Humans; D040541:Marketing; D057766:Policy; D012111:Residence Characteristics; D012941:Social Responsibility
keywords: corporate social responsibility; industry; marketing