A Study of the Participation of the Private Sector Companies of India in Corporate Social Responsibility Activities through Conjoint Analysis

Sumona Ghosh

Vision, 2014, vol. 18, issue 2, 91-108

Abstract: This paper aims to explore into the aspect of establishment of a pattern of participation of corporate social responsibility (CSR) activities amongst the private sector companies as reflected in the respective company documents in the public domain, taking rate of growth of profit as the parameter. An empirical and analytical study was undertaken whereby the corporate official websites of the companies were analyzed. Data were then generated from such an analysis using qualitative document analysis. For this study, we used ‘number of sentences’ as the unit for measurement of CSR participation. Data were entered into SPSS to generate descriptive statistics, Pearson’s correlation, multiple regression analysis and conjoint analysis. The most preferred CSR activities were observed to be education, health and environment. Drinking water and sanitation was least preferred activity. A high level of dispersion was observed with respect to drinking water and sanitation and a low level with respect to education, health, environment and ‘others’. The pattern across the deciles was observed to be random with respect to average sentences spent as well as coefficient of variance (CV). The activities that had an impact on the deciles at different levels as per the multiple regression analysis were: education, health, environment, disaster relief, employability, drinking water and sanitation, rural upliftment and others. Companies belonging to the manufacturing sector and the services sector have shown the highest responsiveness towards all the activities. Companies had attached the highest importance (Level 1) to the following CSR activities: education, environment and ‘others’ .

Keywords: Corporate Social Responsibility; Pattern of Participation of CSR Activities; Qualitative Document Analysis; Conjoint Analysis (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:18:y:2014:i:2:p:91-108

DOI: 10.1177/0972262914528436

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