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Essay / CSR - 1568
IntroductionA responsible drinking program is surrounded by the community for a period of time with the aim of influencing people to believe and behave in accordance with it. Some of them are effective, others are not, but they concern and directly affect people's daily lives (Saltz and Stanghetta, 1997). The responsible drinking program is considered a vital CSR activity among alcoholic beverage manufacturers because alcoholic beverages can cause latent harm (Pantani et al., 2012) to the society. However, many parties have criticized the responsible consumption program, calling it a one-size-fits-all tactic for the company's CSR communications. They perceived that this program is not truly implemented for the benefit of the public but rather for the brand equity of the company (Pantani et al., 2012). It serves most consumers and the public as a suitable incentive for alcohol consumption, while the company itself is actually gaining increasing awareness through the benefits of this CSR communication. Moreover, to the extent that CSR action must bring benefits mainly to society and meet the interests of all stakeholders. Therefore, the responsible consumption program needs to be evaluated in detail on the impacts and benefits that accrue to key stakeholders in order to study the rationale for this CSR communication. In summary, this article will explain, identify and analyze the justifications and meanings of this CSR program. Literature Review The review of previous studies and research in this article will be divided into two parts because the responsible consumption agenda of alcohol brands is linked to the two fundamental contexts of the research. One is the examination from the angle of communication on corporate social responsibility, ...... middle of article ...... ICAP, 2001). In general, Pantani et al. (2012) summarized the responsible consumption program and its activities into three categories. 1). Institutional action: All activities aimed at raising awareness at points of sale and workplaces. This includes all communications on the concept of responsible consumption to all stakeholders and can be considered the most important action among three categories. Institutional action could be achieved by conveying the message to distributors or servers through an education and certification program to ensure that this message reaches the end consumers correctly. 2). Action against drink driving: the grassroots action that most stakeholders take through the media and their supply chain to communicate inspiration and provide support that aligns with government to focus on self-responsibility when it comes to drinking..