Implantation of corporate social responsibility measures in the horticulture in Mexico and Spain

This work presents the results of a Delphi survey aimed at experts in the horticultural activity in Mexico and Spain, to find out the main stakeholders and factors that influence the adoption of Corporate Social Responsibility (CSR) measures and standards, as well as the limitations in their implementation. The Delphi analysis concluded that companies in Mexico and Spain adopt CSR measures and standards mainly at the request of destination supermarkets in the US and Europe, which hold the greatest power in the global value chain. In addition, it is identified that with the adoption of CSR, companies seek to improve their image in the field and gain competitive advantages in the market. Among the limitations are the lack of business culture, ignorance of the protocols, and high administrative burden, especially among smaller production companies. Experts consider that CSR measures and standards have a positive impact on the field. The research is completed with a SWOT analysis (Weaknesses, Threats, Strengths, and Opportunities), providing a ranking list of great interest for the design of competitive improvements.