TITLE:
Perceptions of Social Responsibility of Prominent Fast Food Restaurants
AUTHORS:
Carissa J. Morgan, Nicole Olynk Widmar, Elizabeth A. Yeager, W. Scott Downey, Candace C. Croney
KEYWORDS:
Fast Food, Restaurants, Perceptions, Social Responsibility, Best-Worst Scaling
JOURNAL NAME:
Modern Economy,
Vol.7 No.6,
June
15,
2016
ABSTRACT: In this study, U.S. resident’s perceptions of social responsibility of prominent
fast food restaurants were investigated. A survey conducted in April 2015
collected information from a sample targeted to be representative of the U.S.
population. In total, 302 completed participant’s responses were analyzed (n = 302).
Using a best-worst choice experiment question, participant’s choices for “most” and “least” socially
responsible fast food restaurants were analyzed, resulting in individual’s relative
perceptions of social responsibility amongst the restaurants studied. Results
indicate that of the fast food restaurants studied, Panera Bread was perceived
to be the most socially responsible restaurant, followed by Subway and
Chick-fil-A. In contrast, McDonald’s, KFC, and Taco Bell were perceived to be
the least socially responsible of the fast food restaurants studied.
Additionally, relationships amongst participant’s perceptions of social
responsibility in fast food, demographic factors, consumption practices, and
knowledge of fast food business practices were analyzed. Significant
relationships were found amongst “being female” and “self-reported knowledge of
fast food business practices” with “perceptions of the social responsibility of
fast food restaurants”.