دانلود رایگان مقاله انگلیسی بررسی حمایت مصرف کننده از CSR از منظر مشروعیت اخلاقی - امرالد 2017

Abstract

Purpose – The primary purpose of this paper is to explore and interpret the perceptions of Malaysian consumers regarding the factors that facilitate their market support for corporate social responsibility (CSR) through the lens of moral legitimacy. Design/methodology/approach – This paper interprets qualitative data gathered from in-depth interviews with Malaysian consumers. The findings are then mapped to four forms of evaluations for moral legitimacy identified in the literature, towards establishing a conceptual model of consumer support for CSR. Findings – Overall, six factors were identified as facilitating consumer market support for CSR. Of these, consumers were found to perceive strategic alignment between a firm’s business and its CSR as the most fundamental. In the absence of which, all other considerations are rendered irrelevant. Upon the requirement for alignment being met, the consumers then place emphasis on the manner by which a CSR activity is executed, for deciding whether to support or otherwise. Practical implications – In contrast to previous reports in the literature concerning Malaysian consumers and CSR, the findings suggest that Malaysian consumers now have increased levels of awareness and maturity with regard to CSR, not unlike that of consumers in the West. Therefore, Malaysian firms will have to stop treating their CSR activities as an add-on, as has been reported previously, and they should endeavour to integrate their CSR into their overall business strategy. Originality value – This paper offers an important insight about the consumers’ market support for CSR in the context of a developing nation.

Limitations and future research

As in any qualitative research, the findings of this study cannot be generalised. Nevertheless, the objective of this study was not to generalise, but rather to explore and identify (Creswell, 2013). The findings of this research, specifically the six factors that were found to increase moral legitimacy for firms in their CSR and thereafter facilitate consumer support, could be used as the basis for further and a more definitive inquiry. These factors could serve as constructs in a quantitative research. The results of such a research could help empirically determine the validity and reliability of these factors in predicting consumers’ consumer support for CSR in a more expansive context. Moreover, such a research could also indicate if consumers perceive any one or more of these factors as more significant in influencing their support for a CSR programme. Such a study could also be extended to a cross-national context, where researchers could determine if consumers consider the same set of factors in their support for CSR in their respective countries.