Abstract:
The purpose of the study was to analyze East African Breweries Limited (EABL)'s Responsible Drinking Corporate Social Responsibility (CSR) Initiatives, awareness among consumers, influence on fostering responsible alcohol consumption and improving corporate image. The two CSR initiatives of interest were "Friends Don't Let Friends Drink and Drive" and DRINKiQ. The objectives of the study were to analyze the characteristics of CSR initiatives for fostering responsible drinking; assess consumer awareness of CSR initiatives; and determine the influence of CSR initiatives on responsible drinking behavior and corporate image. A cross-sectional descriptive survey design was adopted for the study. The population of the study were customers of EABL. A convenience sampling design was used to select a sample size of 150 customers from alcohol-selling entertainment establishments in Nairobi County. Data was collected using structured questionnaires. Data was analyzed using descriptive and inferential statistics and presented using tables and graphs, complemented by a narrative description of the results. Findings showed high level of awareness of the CSR initiatives. Consumer opinions on the effect of responsible drinking campaigns in encouraging responsible drinking behavior was moderate, as demonstrated by the ratings eliminating underage drinking, eliminating binge drinking, eliminating drunk driving, and compliance with laws and industry standards that champion responsible drinking. Linear regression coefficients indicate that consumer awareness of the "Friends Don't Let Friends Drink and Drive' has a positive effect on responsible drinking behavior but the effect is not statistically significant, while consumer awareness on DRINKiQ has a positive and statistically significant effect on drinking behavior. There was a moderate effect of responsible drinking initiatives on increasing EABL's visibility in the industry, increasing EABL's brand recognition, and cementing EABL's positive corporate image in the industry. Regression coefficients revealed that consumer awareness of "Friends Don't Let Friends Drink and Drive" CSR initiative has a positive and statistically significant effect on corporate image. Consumer awareness of DRINKiQ CSR initiative had a negative effect on corporate image; however, the effect was not statistically significant. The study recommends improvements in CSR communication to tackle the low level of awareness of DRINKiQ initiative and its features.
