Cultivating Corporate Social Responsibility Through a Health-First and
Consumer-Centric Food Business Approach in the Philippine Context
Macatangay, Ricardo III P.
De La Salle University | Senior High School Department
English for Academic and Professional Services | Position Paper
Submitted to:
Cortez, Romina Gracia C.
May 30, 2024
In the words of Winston Churchill, “The price of greatness is responsibility.” Upon
careful critique, it becomes apparent that Corporate Social Responsibility (CSR) is not
merely a buzzword but an essential factor in sustainably promoting consumer health
and awareness, most importantly with the use of food labels in the Philippine market.
According to Bowen (1953a), widely known as the father of CSR, the concept entails
the responsibility of businesses to develop strategies, adopt policies, make choices, and
engage in practices that align with societal values, as cited in Bowen (2013b).
Moreover, businesses have to fulfill their duty towards society, recognizing that their
actions do not solely impact the environment (Thomas & Tahir, 2019), but also the
people purchasing their products. Food businesses uphold this duty through the use of
food labels. These are communicative elements that give consumers the necessary
information about a food product (Hutt & Gonzalez, 2014). It involves nutrition content,
ingredients, and other details to increase consumer knowledge.
However, Javier et al. (2024a) from the Department of Science and Technology
Food and Nutrition Research Institute (DOST-FNRI) discovered from a nationwide
survey that only 19.6% Filipino adult consumers read food labels, while the rest are
unable to do so due to disinterest, illegible printed content, and lack of understanding.
They also stated that only 16.7% read the nutrition information, while the rest of the
respondents do not, consisting mostly of the underprivileged. With that, it poses
potential risks to consumer’s health and well-being. This is an urgent matter that
requires significant changes in the current status of food labels in the Philippines to
maintain the CSR of food businesses. The comprehensive improvement of food labels
not only empower consumers to make informed choices, but also enables food
businesses to strengthen their brand reputation and fulfill their social responsibilities. In
return, this paves the way for a more knowledgeable and health-conscious consumer
base in the Philippines.
As previously mentioned, food labels often go overlooked for a variety of
reasons. Some consumers find the information too complex to understand, while others
simply view it as unimportant. This trend has been reflected in numerous studies across
the globe. A study conducted by Sajdakowska et al. (2022a) in Poland revealed that
47.2% of respondents struggled to understand food labels. In Malaysia, 76.5% of the
respondents do not regularly read food labels (Joseph & Tan, 2023). Similarly, a study
by Wahab (2018) in Bahrain observed that 56.8% of respondents rarely read food
labels, while a study by Giró-Candaned (2022) in Spain found that 58% of respondents
also infrequently read food labels. On the contrary, a study in Egypt by Mehanna et al.
(2024a) highlighted that 50.9% of the respondents have limited knowledge about food
labels. Lastly, a study by Liu et al. (2015) in China discovered that 70% of respondents
seldomly use food labels.
With that being said, these global trends are reflected in the Philippines. A study
by Juanico and Bernardo (2018a) from University of the Philippines Los Baños (UPLB)
shared the same sentiments with the aforementioned studies. They uncovered that
58.5% of the respondents do not read food labels because of incomprehension or
apathy. These findings align with results from the previously highlighted study from
DOST-FNRI, as cited by Javier et al. (2024b). This collective data emphasizes a need
for more comprehensible food labels. The information presented calls for a
transformative change in the current approach to food labeling. It is evident that there is
a persistent global pattern of inadequate understanding of food labels. If economically
better countries such as Poland, Malaysia, Bahrain, Spain, Egypt, and China
experience such conditions, the potential impact on the Philippines as a developing
nation could be even more severe.
On that premise, empowering Filipino adult consumers to make informed choices
through food labels is paramount in today’s ever-evolving business landscape. This
empowerment provides consumers with the opportunity to improve their purchasing
behavior and make wiser purchasing decisions (Bacarella et al., 2015; Ayaz et al.,
2020). It also guides them toward adopting a healthier lifestyle and gaining a deeper
understanding of the food they consume, ultimately helping them reduce health risks
and opt for more nutritious options. However, as noted by Angeles-Agdeppa and
Custodio (2020), Filipino adults face the risk of imbalanced intake of macronutrients and
micronutrients, with energy, carbohydrates, protein, and other important nutrients being
notably insufficient. These findings align with Viola et al. (2016), which suggested that
food labels do not inherently indicate improved food choices but depend on how
consumers perceive the presented label or nutritional content. Furthermore, Tolabing et
al. (2022) highlighted that the inadequate health literacy among Filipino adults
nationwide stands at 51.5%, emphasizing the dire need for improved understanding of
general health information to mitigate further health risks. As stated, enhancing the
current food labels in the country empowers Filipino adult consumers to be sensible
individuals in the market.
To achieve this, food businesses must redesign the current print and content of
food labels to ensure they are easier to read, creating a more transparent and visually
engaging guide that empower consumers to make decisions benefiting their overall
well-being. In doing so, government support is highly needed but questions arise with
regards to the inactive efforts made to advance these measures. It is useful to consider
that countries generally have legal requirements to provide complete labels, most
importantly nutritional content, in food products (Priya & Alur, 2023). With that, the Food
and Drug Administration of the Philippines (2020a) requires the inclusion of label
information on food products, as per the Department of Health (DOH) Administrative
Order No. 2014-0030. However it remains insignificant and subpar because nutrition
labels still remain optional (Food and Drug Administration of the Philippines, 2022b)
under the FDA Circular No. 2021-015.
In alleviating stagnancy, Isabela Representative Faustino Dy introduced House
Bill 1139 in 2022, also referred to as the Star Rating Systems for Packaged Food
Products Act. This bill aims to amend the Consumer Act of the Philippines, with the goal
of enabling consumers to make more informed nutrition decisions in buying food
products (Star Rating Systems for Packaged Food Products Act, 2022). Mr. Dy
emphasized that consumers often overlook packaging information due to its complex
terminologies. Through star rating systems, consumers can have an easy-to-read visual
aid to assist them in buying the right food, especially when they have minimal grocery
time. Consequently, Senator Raffy Tulfo supported this initiative with Senate Bill No.
1684 in 2023, known as the Health Rating Label Act. This bill advocates for the
implementation of a health star rating system to enhance the nutritional knowledge of
Filipinos (Health Rating Label Act, 2023). This allows consumers to instantly see the
“healthiness” of the food products in the market. It gives them an overview of the
nutrition level through illustrative measures, which can also help in guiding consumers
make informed decisions.
The proposed bills are similar to the Australian Health Star Rating or HSR that is
used to evaluate how healthy different food products are through a scale of 0.5 to 5
(Dickie et al., 2018). While this approach may be controversial as it could negatively
impact low-rated food products, these proposals substantially benefit consumers by
ensuring access to high-quality and healthier food products. By implementing such
legislation, businesses would be urged to use nutritious ingredients, thereby increasing
their ratings, and giving consumers a healthier variety of food. This claim is supported
by Ang et al. (2023), indicating that HSR effectively influences consumers' purchasing
intentions, leading to better outcomes. Furthermore, the system is designed to not only
be straightforward but also interactive and visually appealing, encouraging consumers
to carefully consider their choices while shopping for food products. As mentioned in
Pelly et al. (2020), rating systems were regarded as well-organized, neat and simple.
This is the kind of reformatting that food labels in the Philippines need, especially that
disinterest plays a key role as to why consumers resort to not reading the food label
content.
Building on this, findings from Javier et al. (2024c), as well as Juanico and
Bernardo (2018b) suggest that little progress has been made in the status of food labels
in the country over a 6-year period. Thus, a rating system would most definitely offer a
consumer-friendly and practical approach to presenting nutrition information, alleviating
the challenges associated with understanding food label content. Given the complexity
of the terminologies used, the use of simple visual aids could serve as an alternative
solution to this long standing issue. In supporting this claim, a study by Chin et al.
(2023) revealed that the utilization of symbols significantly enhanced the effectiveness
of food labels not just for marketing products, but for educational purposes as well. A
South African study indicated that 77.4% of their respondents deemed and utilized food
labels as educational tools, while 98.6% considered them valuable for making better
food choices. The findings imply the pressing need for a consumer-friendly approach to
nutrition information, highlighting the potential benefits of implementing a rating system
and utilizing simple visual aids in food labeling practices. This suggests a potential shift
towards more efficient and consumer-centric food labeling strategies in the future.
Likewise, Senator Joel Villanueva introduced Senate Bill 576 in 2022 or the
Traffic Light Nutritional Labeling Scheme on Food Packaging Act (Traffic Light
Nutritional Labeling Scheme on Food Packaging Act, 2022). This bill seeks to provide
consumers with an efficient method of determining nutritional levels to enhance
consumer awareness. Mr. Villanueva highlighted that his legislation aims to mitigate
health risks and improve the quality of life among Filipinos. Adding onto this, it is
another form of visual aid in the form of traffic lights to encapsulate varying degrees of
nutritional levels, from red showing high levels of the not-so-good nutrients to green
showing high levels of the good nutrients. A study in Japan by Wakui et al. (2023, as
supported by Arrazat et al., 2023) affirmed that the integration of traffic light food (TLF)
labels resulted in a higher number of individuals opting for healthier diets (73.4%).
Furthermore, there was an increase in the awareness of nutritional components among
the respondents (98.4%). Additionally, many respondents expressed the usefulness of
TLF labels and voiced support for the inclusion of color-coded nutrition labeling on the
front-of-food packaging of food products (83.5%). Consequently, the adoption of TLF
labels can influence healthier food choices and reduce illnesses in Japan, also mirroring
the influence observed in European countries. Accordingly, this suggests that such an
implementation would be a remarkable adjustment in the Philippines, just as Mr.
Villanueva has stated.
Other recommendations can further enhance food labels to address issues such
as small size, lack of clarity, and limited appeal. Updating the nutrition facts panel (NFP)
is crucial for integrating basic scientific information and providing clarity (Roberto &
Khandpur, 2014). Improving the design of numeric and non-numeric information to be
less text-heavy can also be advantageous because of its convenience since consumers
tend to ignore information overload. On top of that, making use of larger prints and icons
on the front-of-package (FOP) can effectively capture the consumer’s attention. After all,
they often recognize distinctive features (Giner et al., 2023). Hence, redesigning the
typography and layout of food labels can make the nutrition information become more
consumer-oriented, encouraging them to carefully review the labels.
The proposed bills and recommendations aim to empower consumers to make
informed choices that can positively impact consumer behavior, leading to an overall
improvement in consumer health and awareness. Despite the efforts of the
aforementioned Senate members, the legislative status of all three bills remains
pending. Regrettably, no further action has been taken on this matter, calling the need
for continued support. Nevertheless, this represents a significant step forward in
addressing consumer health and awareness. Clear and easily understandable food
labels are valuable public health objectives that should be regarded as a crucial strategy
among various approaches to combat unhealthy eating habits. As highlighted earlier,
the inadequacy of food labels in conveying vital and striking information can lead to
adverse health implications. De Juras et al. (2021) revealed in a nationwide survey in
the Philippines that 70.4% of respondents had low HDL cholesterol, 84.4% exhibited
cardiometabolic risks, 28% experienced micronutrient deficiencies, and 29.4% faced
malnutrition. As the case may be, the delayed progression of the proposed bills, as well
as the revealed shortcomings of the current food labels call for a prompt governmental
action and reform to address consumer health concerns.
As the legal deliberations remain unsettled, food businesses have the opportunity
to diminish the unfavorable consequences of current food labels by incorporating the
proposed changes and recommendations themselves. This proactive approach could
position them ahead in potentially transforming the food industry and even driving the
government to take necessary actions in passing the pending bills. By taking these
steps, food businesses not only advocate for a socially beneficial initiative in response
to consumer health concerns but also strengthen their own brand reputation. Embracing
this stance could increase consumer perceived value (Francés & Tomás, 2019),
nurturing trust, commitment, satisfaction, and loyalty towards the business. As they
align with societal needs, their public perception will shift, setting the stage for greater
success, not only to consumers but also to potential investors, and the business itself
(Reckmann, 2023). This strategic shift enables food businesses to continually advocate
for consumer awareness, such as through health educational campaigns, broader
marketing strategies, and the establishment of a distinct identity within the food industry.
As highlighted by Zhang (2022), Corporate Social Responsibility (CSR) has a
positive impact on both the internal and external business environment, underlining the
significance of integrating CSR within the food industry's business framework.
Prioritizing CSR enables businesses to strengthen their corporate image while
contributing to the well-being of their customer base, showcasing a strong commitment
to both business success and societal welfare. Additionally, Heyward (2022) noted that
consumers are inclined to choose businesses that prioritize factors beyond mere
profitability. This cultivation of trust and generation of positive word-of-mouth sustains
the growth of businesses. Upholding Corporate Social Responsibility is not only
beneficial for the food industry's image but also plays a pivotal role in promoting good
health among consumers. While CSR may not be mandatory, it is clear that such efforts
go a long way in establishing a positive impact.
Truly, Corporate Social Responsibility (CSR) is not just a trendy term; it is a
crucial element in effectively advancing consumer health and awareness, particularly
through the utilization of food labels in the Philippine market. All in all, there is a need to
revamp food labels to cater to the needs of Filipino adult consumers, as many of them
find the current labels full of complications. This pattern is not unique to the Philippines
but is a global phenomenon, with potentially more severe consequences in the country.
Health risks are heightened, especially for poverty-stricken individuals, and improved
food labels can be crucial in addressing this issue. Comprehensive changes can be
brought about by implementing legislative measures, applying the recommendations,
and upholding Corporate Social Responsibility within the food industry. Raising
awareness, supporting initiatives, and urging food businesses to participate in such a
change by pursuing more comprehensible food labels can empower consumers to
make wise food choices and promote a healthier, more knowledgeable society. It is a
collective effort that holds the potential to shape a more informed and health-conscious
Filipino consumer base. If this is not the time, then when will it be?
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