Cause Related Marketing Within The Italian Agri-Food System

A company belonging to a management model geared towards social responsibility changes completely its traditional role and perspective. One needs only to think of the “three-fold approach” recommended in the European Commission’s green paper on social responsibility, involving companies in a spectrum of activity ranging from the environment to the economy and society. Companies adopting a corporate social responsibility (CSR) perspective are divided into three categories: (1) companies socially responsible by their institutional nature, such as NGO’s, co-operative companies and public companies, (2) companies wishing to be on the market by exploiting, in particular, those aspects enhancing their image and reputation as intangible assets in the chain of value; (3) companies producing for a niche market (such as organic, typical/traditional etc.) satisfying the requirements of target consumers with greater awareness.