Corporate social responsibility and consumer trust : A case study of McDonalds Finland
Rathnayake, Channa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432612
https://urn.fi/URN:NBN:fi:amk-2025120432612
Tiivistelmä
The purpose of this thesis is to examine the Corporate Social Responsibility (CSR) actions of McDonald’s Finland and to assess whether these activities influence consumers’ decisions to visit McDonald’s. Finland has a well-established legal and social framework for CSR, mainly focusing on sustainability. Therefore, McDonald’s has implemented several initiatives to meet these requirements.
Although, many studies have explored the relationship between CSR and consumer trust, and some have specifically focused on the fast-food industry, only a limited number of research have examined this topic in relation to McDonald’s Finland. To address this gap, the author conducted desk research about the commissioning company, along with qualitative and quantitative research. The author selected interviewees to cover three main management areas of McDonald's: corporate management, a franchisee, and restaurant managers. This approach helped the author gain valuable information from the company side. A customer survey was conducted targeting actual McDonald’s customers by displaying a QR code for the questionnaire in three restaurants in Tampere and sending personal messages to selected McDonald’s customers.
As a result of these research approaches, the author found that McDonald's Finland is conducting many CSR activities in line with the CSR goals of its global corporation. The company’s main areas of focus are environmental sustainability, food safety, responsible sourcing, community involvement, and workplace equality. Furthermore, the research findings prove that CSR plays an important role in shaping consumer trust in McDonald’s Finland. Most customers see McDonald’s as somewhat committed to sustainability and believe that CSR efforts increase their trust in the brand. Respondents also rated the company’s CSR actions as mostly genuine and positive.
However, both the interview and customer survey results highlighted that McDonald’s needs to communicate its CSR activities more clearly to the public and implement customer-engaging CSR activities to enhance consumer knowledge about the company's commitment to Corporate Social Responsibility. These initiatives would help the company build a closer connection with its customers, thereby enhancing both customer trust and loyalty.
Although, many studies have explored the relationship between CSR and consumer trust, and some have specifically focused on the fast-food industry, only a limited number of research have examined this topic in relation to McDonald’s Finland. To address this gap, the author conducted desk research about the commissioning company, along with qualitative and quantitative research. The author selected interviewees to cover three main management areas of McDonald's: corporate management, a franchisee, and restaurant managers. This approach helped the author gain valuable information from the company side. A customer survey was conducted targeting actual McDonald’s customers by displaying a QR code for the questionnaire in three restaurants in Tampere and sending personal messages to selected McDonald’s customers.
As a result of these research approaches, the author found that McDonald's Finland is conducting many CSR activities in line with the CSR goals of its global corporation. The company’s main areas of focus are environmental sustainability, food safety, responsible sourcing, community involvement, and workplace equality. Furthermore, the research findings prove that CSR plays an important role in shaping consumer trust in McDonald’s Finland. Most customers see McDonald’s as somewhat committed to sustainability and believe that CSR efforts increase their trust in the brand. Respondents also rated the company’s CSR actions as mostly genuine and positive.
However, both the interview and customer survey results highlighted that McDonald’s needs to communicate its CSR activities more clearly to the public and implement customer-engaging CSR activities to enhance consumer knowledge about the company's commitment to Corporate Social Responsibility. These initiatives would help the company build a closer connection with its customers, thereby enhancing both customer trust and loyalty.