The Influence of Corporate Social Responsibility (CSR) Activities on Consumers’ Purchasing Behavior

Boon Heng Teh, Tze San Ong, Lai Teng Pang, Haslinah Muhammad, Tze Chin Ong

Abstract


ABSTRACT

The purpose of this paper is to examine the influence of Corporate Social Responsibility (CSR) activities, which include economic, environmental, social, and legal concerns on consumers’ purchasing behavior in the Malaysian context. A questionnaire was developed to collect data from the respondents using snowballing sampling. This research found mixed results in term of significance of the relationships between economic, social, and legal concerns and consumers’ purchasing behavior. Environmental concerns had an insignificant relationship with consumers’ purchasing behavior. The results of this research may help managers in managing their businesses, since a single CSR strategy cannot be competitive for corporations to participate in the current global business environment. The findings may be useful to policymakers as it encourages corporations to engage actively in CSR. The outcome of this research may expand the knowledge base on CSR, since most of the investigations on consumers’ responses to CSR have been limited to a few states in Malaysia.

Keywords: Corporate social responsibility; consumers’ purchasing behavior; economic concerns; environmental concerns; social concerns and legal concerns.

ABSTRAK

Tujuan makalah ini adalah untuk mengkaji pengaruh kegiatan tanggungjawab sosial korporat (CSR) yang meliputi kebimbangan ekonomi, kebimbangan alam sekitar, kebimbangan sosial dan kebimbangan undang-undang terhadap tingkah laku pembelian pengguna dalam konteks Malaysia. Soal selidik telah dibangunkan untuk mengumpulkan data daripada responden dan pensampelan snowballing telah digunakan. Penyelidikan ini mendapati keputusan bercampur di mana kebimbangan ekonomi, kebimbangan sosial dan kebimbangan undang-undang mempunyai hubungan yang ketara terhadap tingkah laku pembelian pengguna. Sebaliknya, kebimbangan alam sekitar mempunyai hubungan yang tidak penting terhadap tingkah laku pembelian pengguna. Hasil penyelidikan ini berguna kepada pengurus dalam menguruskan perniagaan mereka kerana satu strategi CSR tunggal tidak boleh berdaya saing untuk syarikat-syarikat untuk mengambil bahagian dalam persekitaran perniagaan global yang dinamis ini. Penemuan ini juga berguna kepada pembuat dasar kerana kajian ini mencadangkan peluang penting untuk menggalakkan syarikat-syarikat perniagaan untuk terlibat dan mendedahkan CSR. Hasil kajian ini dijangka dapat mengembangkan asas pengetahuan di kawasan CSR di mana kebanyakan penyiasatan terhadap tindak balas pengguna telah terhad kepada beberapa negeri di Malaysia.

Kata kunci: Tanggungjawab sosial korporat; kebimbangan ekonomi; kebimbangan alam sekitar; kebimbangan social; kebimbangan undang-undang


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