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

Sciprofile linkZiyu Chen, Sciprofile linkShouming Chen, Sciprofile linkTalib Hussain
Published: 9 November 2019
 by  MDPI
Sustainability , Volume 11; doi:10.3390/su11226297

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: perception / corporate social responsibility / Pakistan / consumers / Muslim / Sudan

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