Portuguese consumers’ perceptions of the agri-food sector’s social responsibility policies

This study aims to identify whether sociodemographic characteristics influence consumers’ perceptions of the agri-food sector. It also seeks to assess the importance consumers assign to corporate social responsibility measures, identify the measures they consider most relevant and understand the dimensions they prioritize. Factor analysis was conducted to identify the corporate social responsibility (CSR) dimensions that Portuguese consumers consider most important and to determine whether these align with global trends. In addition, cluster analysis was performed to categorize consumers into distinct groups. The results indicate that education level and gender are the most significant factors distinguishing consumer groups. Consumers’ perceptions are strongly influenced by the type of measures adopted, highlighting the importance of implementing the initiatives they prioritize to ensure that CSR efforts are accurately understood and validated by the consumers themselves. Of course this study also has limitations. The use of non-probability sampling techniques (as snowball, convenience and purposive in this case) limits the capacity of generalization of these findings in the entire Portuguese national reality. Also, the fact that the survey was distributed digitally may have favoured more answers from a younger and digitally more advanced audience, creating possible bias in the sample composition. Finally, this study and data collection is cross-sectional, because it captures the perceptions from the consumers on a specific date in time, which may change gradually as CSR develops in the sector. From a practical standpoint, the study points out several recommendations for agri-food companies; prioritise the effective implementation of environmental and social CSR initiatives and communicate them transparently; ensure that CSR communication is credible and anchored in demonstrable practices, rather than relying on generalised or declarative claims; make CSR messages broadly accessible, while providing more detailed and technical information to engage more critically attentive consumers with higher levels of education; invest strategically in fair labour practices, biodiversity preservation and community engagement, as these are perceived by consumers as key pillars of responsible corporate conduct and should be integrated into strategic planning The findings of this investigation have important implications at multiple levels. For managers in the agri-food sector, the study highlights the need to prioritize transparency and tangible and measurable CSR practices, which are perceived by consumers as more credible than general statements or declarations of intent. For policymakers, these results provide a strong basis for designing regulatory frameworks that implement stricter traceability, sustainability measurement tools and communication standards, aligning current public policies with consumer expectations. At a societal level, the development of updated CSR measures can enhance consumer trust and positively influence sustainable consumption patterns. Academically, this study expands the discussion by centering the consumer perspective in CSR research, offering a foundation for cross-national comparisons and the development of context-sensitive theories of legitimacy in the agri-food sector. Research rarely focuses on consumers and their preferences regarding the orientation of CSR practices, even though consumers demonstrate awareness of these issues through their product and brand choices. This study offers valuable knowledge for companies seeking to align with the current demands of their legitimizers – consumers. The paper is innovative in exploring consumer perceptions of the agri-food sector in Portugal, which is typically studied from the companies’ perspective. Therefore, it provides a novel view of consumers realities in Portugal by assessing the sociodemographic characteristics that directly influence these perceptions, as well as the dimensions through which consumers group CSR practices. The findings highlight the importance of education and awareness for a better understanding and support of CSR, and emphasize the need for a comprehensive understanding of the sector, which requires cross-referencing information from both consumers and agri-food companies to develop effective CSR strategies.