StarKist Tuna Adopted a CSR Approach When It Decided to Purchase

question 23

Essay

StarKist tuna adopted a CSR approach when it decided to purchase and sell exclusively dolphin-safe tuna. Why were consumers unwilling to pay higher process for StarKist's environmental product attributes?

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Definitions:

Ethical Conduct

Behavior that is in accordance with recognized principles of right and wrong, guiding professional and personal actions.

Competitive Advantage

The attributes or conditions that enable a company to outperform its competitors.

Traditional Femininity

A set of attributes, behaviors, and roles generally associated with girls and women, which are considered traditional or typical within a society.

Assertiveness

The quality of being self-assured and confident without being aggressive, in the expression of one's opinions and needs.