تبني شركات الأغذية اليمنية للمسؤولية الاجتماعية من المنظور التسويقي

Abstract

This study aimed at exploring the adoption of the Yemeni food companies to the social responsibility in marketing food products. It also aimed at identifying the most important contributions of these companies concerning social responsibility initiatives. The data is collected from a random sample that involves 90 directors and employees in three Yemeni food companies. The study results showed that food companies in Yemen adopted the social responsibility in their marketing activities. The results also revealed that Yemeni food companies have widely contributed to social responsibility initiatives in varies forms such as social development, poverty eradication, environment protection, and waste treatment. The study recommended that the authorities should provide food companies with infrastructures that can help them fulfill their social responsibilities. Additionally, media should shed light on the importance of social responsibility and its principles. Yemeni food companies should care about food quality. It should give more attention to consumers› health, the rights and demands of the society, and also to the consumers› feelings. Furthermore, the study suggests that private companies need to be engaged in forums and periodical meetings that can raise their awareness of their social duty.