The Perception of Corporate Social Responsibility in Muslim Society: A Survey in Pakistan and Sudan

Ziyu Chen, Shouming Chen and Talib Hussain
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Ziyu Chen: School of Economics and Management, Tongji University, Shanghai 200092, China
Shouming Chen: School of Economics and Management, Tongji University, Shanghai 200092, China
Talib Hussain: School of Economics and Management, Tongji University, Shanghai 200092, China

Sustainability, 2019, vol. 11, issue 22, 1-16

Abstract: Corporate social responsibility (CSR) concepts are spread out in different organizations and cultures. To comprehend the Muslim consumers’ perception of CSR, this study conducted a self-administered survey in two Muslim-culture-rich countries, Pakistan and Sudan. Combined with previous studies and Carroll’s pyramid of CSR, this study shows that Muslim consumers have more supportive responses toward CSR compared to consumers of Western, developed countries. The findings of the study also reveal that Carroll’s pyramid of responsibilities could be applied in the Muslim culture, as the relative importance placed by Muslim consumers on the four responsibilities of firms—economic, legal, ethical and philanthropic—is significantly different from that in Western, developed countries. These differences provide useful guidance for firms intending to use CSR for strategic purposes in Muslim countries. The reasons for these phenomena are also discussed.

Keywords: corporate social responsibility; Muslim; consumers; perception; Pakistan; Sudan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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