Greening the Restaurant Industry: Exploring Corporate Social Responsibilty (CSR) motives of certified organic food service businesses in Sweden
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
With growing levels of organic food consumption in the retail sector and government municipality goals to increase consumption of organic foods at public schools and institutions, private, independant food service businesses in Sweden risk slipping under the radar when it comes to understanding how they are responding to the global problem of industrialised, fossil fuel intensive and highly unsustainable agriculture. In Sweden, KRAV, an incorporaed association that develops standards for organic agriculture, governs certification for a range of industry actors, including restaurants. From the perspective of corporate social responsibilty (CSR) in small to medium-sized enterprises (SMEs), independant, owner-managed food-service businesses become the subjects of a study into motives for engaging in CSR through environmental certification. Guided by an explorative case study research approach, qualitative data in the form of semi-structured interviews were conducted with management representatives of a number of food service businesses in Uppsala and Stockholm, Sweden. Supported by a thorough literature review, the motives of these persons were identified and explored with the help of a conceptual framewrk based on profitability, legitimacy and sustainability motives. Additionally, the political view of CSR, using the concept of global corporate citizenship, was considered with regard to these commincated motives. Lastly the findings were reflected upon with respect to previous research specifically related to CSR in SMEs. As it turns out, it was found that the motivating factors for certifying with the KRAV restaurant certification were difficult to demarcate from broader ethical guiding principles related to supporting the organic movement. However, it was clear that legitimacy, specifically moral legitimacy, as well as profitabilty are critical elements to consider in understanding what motives restarant owner-managers to obtain KRAV restaurant certification. Finally, it was also concluded that in reacting to globalisation, the behaviour of the restaurants can be considered as global corporate citizenship inasmuch as they are providing a channelling role with regard to citizens’ political rights to actively participate in the global space and collective will formation.
Place, publisher, year, edition, pages
2015. , 52 p.
Examensarbete vid Institutionen för geovetenskaper, ISSN 1650-6553 ; 262
Corporate Social Responsibility, Environmental Certification, Organic Movement, Small to Medium-Sized Enterprises, Sustainable Development
IdentifiersURN: urn:nbn:se:uu:diva-259422OAI: oai:DiVA.org:uu-259422DiVA: diva2:844089
Subject / course
Master Programme in Sustainable Development
Mark-Herbert, CeciliaHakelius, Karin