The impact of corporate social responsibility on corporate reputation and corporate image and the effect of food wastage minimization of Hong Kong's fast food restaurants

This cross-sectional quantitative research investigated how corporate social responsibility (CSR) activities affect corporate reputation and corporate image of fast food restaurants in Hong Kong and whether or not minimizing food wastage is a mediating factor. Empirical evidence was gathered by means of a questionnaire survey of randomly selected customers leaving randomly selected fast food restaurants in Hong Kong. The 321 completed questionnaires were statistically analysed, verified for validity and reliability, and the results used to identify the causal relationships between the study's constructs through structural equation modelling. The findings are that the CSR activities of Hong Kong fast food restaurants are positively correlated to their corporate reputation and corporate image, and that minimizing food wastage is positively correlated to a restaurant's corporate reputation and corporate image. It was also found that minimizing food wastage partially mediates the relationship between CSR and corporate reputation and corporate image of Hong Kong's fast food restaurants. The limitations of this study stem mainly from the use of cross-sectional quantitative research methodology and a single research method, which was due to limited resources. It is recommended to conduct similar research using a mixed-methods approach, which should include both qualitative and quantitative research methodology on a larger scale with more constructs and a target population from different cultures, backgrounds, and demographics. This study established a causal relationship between CSR and corporate reputation and image of fast food restaurant in Hong Kong, as well as showing that minimizing food wastage has a positive impact on that relationship. With this understanding, organizations in Hong Kong's fast food industry will be able to initiate appropriate CSR activities to inform the public about the benefits of minimizing food wastage. This will improve CSR communication generally and in particular will help to promote minimizing food wastage as an effective CSR activity in individual restaurants for strengthening corporate reputation and corporate image.