CONSUMERS’ AWARENESS ON JOLLIBEE FOODS CORPORATION’S CORPORATE SOCIAL RESPONSIBILITY PROGRAMS AND THEIR BUYING BEHAVIOR TOWARDS A STRATEGIC CORPORATE SOCIAL RESPONSIBILITY

Abstract

The research identified the consumers’ awareness of CSR, consumers’ buying behavior relating to Jollibee Foods Corporation’s (JFC) Corporate Social Responsibility (CSR) programs as well as to JFC as an organization, determined the relationship between consumers’ CSR awareness and consumer buying behavior, and ascertained differences in consumer buying behavior according to their socio-demographic classification. The study used descriptive research design, using self-administered questionnaires through purposive sampling method in the selection of respondents with a sample size of 250 consumers who participated in the survey. Data were statistically treated using mean, frequency, and percent distribution and standard deviation, chi-square, correlation, Kruskal-Wallis, and Mann-Whitney. Based on the findings, the researcher concludes that 25-34 years old consumers prefer Jollibee Foods brands as their fast-food preference. Females, those with Bachelor’s degrees, and are employed prefer JFC as well. The majority of respondents/consumers have knowledge on the topic at hand, thus they could be seen as the current audience of the CSR programs being done by JFC. It is highly commendable that JFC is conducting programs for the benefit of its targeted segments and communities, but consumers are not fully aware of these programs. Overall, consumers are most aware of other CSR programs done by JFC. Therefore, the researcher recommends creating a strategic CSR communication of JFC’s CSR programs to increase the awareness of consumers. It should capitalize on identified significant relationships between consumers’ CSR awareness and buying behavior to gain economic advantage.