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Consumer stakeholder view of corporate social responsibility: a comparative analysis from USA and India

Shruti Gupta (The Pennsylvania State University at Abington, Abington, Pennsylvania, USA)

Social Responsibility Journal

ISSN: 1747-1117

Article publication date: 2 August 2011

Abstract

Purpose

The objective of this research is to examine the perception of corporate social responsibility (CSR) held by consumers in India and America in order to draw out similarities and differences in conceptualization and response.

Design/methodology/approach

This paper uses a web‐based questionnaire in English, given that it is most commonly used for professional communication in India. A qualitative analysis of participant responses to open‐ended questions was conducted to generate results.

Findings

There is a substantial portion of US consumers who are unaware of socially responsible companies compared with their Indian counterparts who failed to recognize the CSR initiatives of multinational companies. Qualitative analysis showed that, though there was some overlap in CSR domains between the two countries, each sample also identified domains that were unique. Finally, both country samples also showed a positive level of CSR responsiveness.

Research limitations/implications

The paper used a web‐based questionnaire that allowed the sample to comprise only consumers with internet access.

Practical implications

This research informs multinational (MNC) managers about the parity in consumers' conceptualization of CSR and subsequent response. The study recommends that managers customize CSR programs in emerging markets to overlap with the target market's perception rather than assume a universal definition of the construct as defined in the literature.

Originality/value

This exploratory research expands knowledge in the area of CSR where most of the investigation of consumer stakeholder response has been limited to the North American and European markets.

Keywords

Citation

Gupta, S. (2011), "Consumer stakeholder view of corporate social responsibility: a comparative analysis from USA and India", Social Responsibility Journal, Vol. 7 No. 3, pp. 363-380. https://doi.org/10.1108/17471111111154518

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited