Philanthropic Wine Firms and Their CSR Communication
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Philanthropy involves voluntarily donating a business’s resources to others and is a growing practice in the wine industry. Wineries are motivated to engage in philanthropic activities for different reasons, and these motivations lead to decisions about how to communicate philanthropic activity to stakeholders, also referred to as corporate social responsibility (CSR) communication. This chapter reviews the literature pertaining to philanthropy and CSR communication. An examination of whether philanthropically active wine firms are communicating their actions to stakeholders, and if so, the media channels used, is discussed. Quantitative data was collected from wine firms in France, Spain, the USA, Australia and New Zealand using an online questionnaire.
KeywordsPhilanthropy CSR communication Wine Media channels
The authors wish to acknowledge the efforts of the academics that collected data on philanthropy in their nation’s wine industries that is reported herein: Armando Corsi (Australia), Armand Gilinsky Jr. (USA), Coralie Haller (France) and Sharon Forbes (New Zealand).
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