Understanding corporate surplus food donation in China: testing the roles of environmental concern, altruism, past experience, and perceived risk

Liao, Chuanhui; Hong, Jin; Zhao, Dingtao

Understanding corporate surplus food donation in China: testing the roles of environmental concern, altruism, past experience, and perceived risk

2019

Liao, Chuanhui | Hong, Jin | Zhao, Dingtao

This paper investigates the motives behind corporate giving and determines whether perceived risk plays a major role in corporate surplus food donation intention. A conceptual model is developed from the perspectives of perceived risk, economic concern, past behavior, and moral motives. A questionnaire survey is conducted among food manufacturers and retailers in the Sichuan Province in China. A total of 143 valid observations are used to conduct structural equation modeling analysis. The results show that corporate reputation, legislation, and business risks are the main sub dimensions of risks that corporations perceive. Perceived risk, past behavior, environmental concern, and altruism affect corporate donation intention significantly. Implications of the findings for promoting surplus food donation are also discussed.

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