CSR‐labelled products in retailers' assortment: A comparative study of British and Spanish retailers

Abstract

Purpose

This paper aims to analyse the responsible offer of mainstream retailers. By focusing on corporate social responsibility (CSR) labelled grocery goods, it aims to study whether consumers are able to make an ethical shopping basket, to create an inventory of CSR labels, and to evaluate the quality of the information conveyed through CSR labels.

Design/methodology/approach

Structured observation (audit) was used. Using a template to homogenise data collection, information was recorded for 15 products in eight mainstream retailers in two countries (UK and Spain). Data of 874 products were obtained (548 different brands).

Findings

Differences are found across product categories, retailers, type of brands and countries. Private brands are taking the lead in the creation of responsible assortments as well as in the quality of the information provided to consumers.

Research limitations/implications

Given the exploratory nature of this paper, a research agenda is built suggesting future avenues of work to further understand the configuration and outcomes of the responsible assortment.

Originality/value

This paper fills a gap in the literature, since the issue of responsible assortment has received limited attention, despite its importance as a key pillar of the corporate social responsibility strategy of retailers. It examines comprehensively the size and share of CSR‐labelled grocery goods.

Citation

Carrero, I. and Valor, C. (2012), "CSR‐labelled products in retailers' assortment: A comparative study of British and Spanish retailers", International Journal of Retail & Distribution Management, Vol. 40 No. 8, pp. 629-652. https://doi.org/10.1108/09590551211245425