Title: Analysis of stakeholder perceptions in the beverage industry with reference to CSR dynamics in Mexico

Authors: Andrée Marie López-Fernández; Rajagopal

Addresses: EGADE Business School, Tecnologico de Monterrey, Calledel Puente 222., Col. Ejidos de Huipulco, DelegaciónTlalpan, C.P. 14380 Mexico, Distrito Federal, Mexico ' EGADE Business School, Tecnologico de Monterrey, Calledel Puente 222., Col. Ejidos de Huipulco, DelegaciónTlalpan, C.P. 14380 Mexico, Distrito Federal, Mexico

Abstract: Corporate social responsibility (CSR) has rapidly become a determining factor in stakeholders' purchase decision-making. It is those firms that are dynamic in CSR that are appealing to stakeholders' needs and wants; however, firms that engage in less than ethical practices have increasingly become notable. The beverage industry in Mexico has the potential to fully address social issues through corporate social responsibility and, as it is elemental to the achievement of CSR objectives, stakeholders' perspectives of such industry's actions may define if corporate social responsibility is a determining factor in preferences, purchase decision-making and switching behaviour. This study contributes to the understanding stakeholders' perspectives of corporate social responsibility and its potential influence on consumer behaviour, in an emerging market.

Keywords: corporate social responsibility; Mexico; stakeholder perceptions; beverage industry; CSR dynamics; consumer behaviour; emerging markets.

DOI: 10.1504/IJBCG.2014.065840

International Journal of Business Competition and Growth, 2014 Vol.3 No.4, pp.330 - 343

Received: 10 Jul 2014
Accepted: 22 Jul 2014
Published online: 27 Nov 2014 *

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