**Acknowledgements**

today the company is evaluated not only for the ability to generate wealth and work, but also, and above all, for the benefits it can generate for the whole society, not only for its shareholders. Another important factor is the advent of the era of online communication, which has exponentially increased the ability of associations and opinion movements to mobilize citizens worldwide. Indeed, up until 30 years ago, the protest toward companies was entrusted to pamphlets, leaflets and demonstrations, today's scenario includes websites, blogs and e-mails, which allows an acceleration and an effect of the protest campaigns that was unimaginable before. The nature and scope of globalization have now created powerful economic actors, who can exert considerable influence on political decisions and, therefore, have an impact on

Lately, consumer attitudes are oriented toward ethical evaluations, which go beyond the intrinsic quality of the product, including the intangible properties of the same. From this study, it emerged that critical or responsible consumption, forms of boycotts, fair-trade and solidarity buying groups are only some of many alternative consumer experiences that are spreading among the population. It is therefore not a matter of a return to the past, but rather it is the search for new models that are compatible with respect to the environment, for natural resources and

Changes in consumer behavior have repercussions on business strategies. Through the analysis carried out, it was possible to ascertain the degree of knowledge of consumers about corporate social responsibility. It emerged that most of the respondents who know about CSR have high levels of education. Furthermore, it has been shown that, at the time of purchase, very few consumers know that, by buying a certain brand, they actually buy a product from a particular company. The people who have a greater knowledge of this phenomenon are quite young. In addition, the survey showed some parameters (social and environmental policies implemented by companies), which, at the time of purchase, only a small percentage of respondents took into consideration. This very low percentage highlights the low interest of consumers toward social policies implemented by companies, or a lack of confidence in their initiatives, or even a lack of knowledge about them (while a greater attention to other factors is determined, such as price). Furthermore, the analysis showed that consumers buy more fair-trade products than supposedly high-quality products, despite the fact that many organic products are more easily traceable than fair-trade products. The reason could be found in the fact that supposedly high-quality products have a much higher price. Lastly, for the majority of respondents, it was important that the company carries out corporate social responsibility strategies, even when, in the majority of cases, they are not willing to pay a higher cost for the product. Therefore, despite thinking that the motivations that push a consumer to choose one product

over another are social in nature, in reality, economic motivations continue to prevail.

These considerations, together with those referring to the purchase of particular categories of food products and the reactions of companies to modern consumers' demand, have provided important insights into the Italian scenario of today's consumer and its relationship with the reality of social responsibilities of companies. These findings can represent the starting point for further research that has as primary objective the in-depth analysis of a theme relevant to

people all over the world.

114 Social Responsibility

local communities.

the context of today's agri-food system.

This chapter is the result of a research conducted thanks to the Individual Research Funds of 'Parthenope' University of Naples (Italy).
