Perceptions of Social Responsibility of Prominent Fast Food Restaurants

Abstract

In this study, U.S. resident’s perceptions of social responsibility of prominent fast food restaurants were investigated. A survey conducted in April 2015 collected information from a sample targeted to be representative of the U.S. population. In total, 302 completed participant’s responses were analyzed (n = 302). Using a best-worst choice experiment question, participant’s choices for “most” and “least” socially responsible fast food restaurants were analyzed, resulting in individual’s relative perceptions of social responsibility amongst the restaurants studied. Results indicate that of the fast food restaurants studied, Panera Bread was perceived to be the most socially responsible restaurant, followed by Subway and Chick-fil-A. In contrast, McDonald’s, KFC, and Taco Bell were perceived to be the least socially responsible of the fast food restaurants studied. Additionally, relationships amongst participant’s perceptions of social responsibility in fast food, demographic factors, consumption practices, and knowledge of fast food business practices were analyzed. Significant relationships were found amongst “being female” and “self-reported knowledge of fast food business practices” with “perceptions of the social responsibility of fast food restaurants”.