Beyond consumption: A phenomenological inquiry into moral meaning, social responsibility, and customer commitment towards small food enterprises

Abstract

This phenomenological study explored customers' lived experiences of moral meaning, perceived social responsibility, and commitment to Small Food Enterprises (SFEs) in Minglanilla, Cebu, Philippines. Data were gathered through a Focus Group Discussion (FGD) involving eight purposively selected customers with prior purchasing experience from Small Food Enterprises. The collected data were analyzed using thematic analysis. The findings revealed three major themes: (1) Moral Meaning Through Transparent and Honest Business Practices, (2) Perceived Social Responsibility Through Community Support and Local Employment, and (3) Customer Commitment Through Affordability, Quality, and Relational Trust. Participants associated moral meaning with transparency, fairness, and honesty in business transactions, viewing these practices as indicators of trustworthiness and ethical conduct. Participants perceived social responsibility through the provision of affordable food and employment opportunities that contribute to community welfare and local economic development. Customer commitment emerged from the combined influence of affordability, consistent product quality, and positive relational experiences with business owners and staff. The findings further suggest that customers' continued support for SFEs extends beyond economic considerations and reflects deeper moral values, social concerns, and community-oriented commitments. The study concludes that transparency, community contribution, affordability, quality, and relational trust collectively shape customers' lived experiences and strengthen their long-term support for Small Food Enterprises. These findings contribute to the growing discourse on ethical consumption and community-based entrepreneurship and offer insights that may help Small Food Enterprises strengthen customer relationships and sustain their role in local communities.