RESUMO
In an attempt to gain differentiation, companies are allocating resources to corporate social responsibility (CSR) initiatives. At the same time, they are giving consumers a more active role in the process of creating value. In this sense, consumer participation represents a new approach to gain competitive advantage. However, the effectiveness of consumer participation in CSR campaigns still remains unknown. With the purpose of shedding light on this issue, this paper shows that participatory CSR campaigns lead to greater consumer perceptions of CSR, which in turn results in more favorable attitudes toward the company. Furthermore, the effect is stronger for sensory pleasure seekers, whose involvement with the experience is greater. The findings contribute to the CSR literature and reveal important implications for marketers.
RESUMO
The capacity of hydroxytyrosol (HXT) to inhibit lipid oxidation in cooked pork meat batter, oil-in-water emulsions and potential functional frankfurters formulated with a healthier oil combination (as animal fat replacer) was studied during chilling storage, and its effect compared with those produced by synthetic antioxidants (BHA/BHT). Although efficiency varied, HXT was an effective antioxidant during chilling storage in the three food matrices studied. In general the order of inhibition capacity of HXT against lipid oxidation (thiobarbituric acid-reactive substances-TBARS) was cooked meat batter>oil-in-water emulsion>frankfurters, whereas in the case of BHA/BHT (with lower inhibitory activity than HXT) it was cooked meat batter>oil-in-water emulsion, and there was no antioxidative effect in frankfurters. Whereas significant correlations were established between lipid oxidation (TBARS) and antioxidative capacity measured by photochemiluminescence (PCL) in frankfurters supplemented with HXT and BHA/BHT, no significant correlations were found between ferric reducing/antioxidant power assay (FRAP) and TBARS and PCL.
