An examination of different perspectives on philanthropic corporate social responsibility: A Q methodology approach

Abstract

Purpose

The purpose of this study is to identify different perspectives on philanthropic corporate social responsibility (CSR) activities by using the mixed-method approach and Q methodology. In addition, this study examines why people consider the revealed perspectives to be important factors.

Design/methodology/approach

In this study, the authors used a structured sampling of 30 CSR-related statements (a Q sample) and had participants rank-order the statements from “most important” (+4) to “most unimportant” (−4).

Findings

The results, from the factor analysis and correlation using the Q method software program PQMETHOD, revealed two distinctive perspectives. The first group emphasized the importance of supporting environmental-related activities. The second group ranked supporting arts-related activities as the most important factor of philanthropic CSR activities.

Research limitations/implications

The goal of Q methodology is not the generalizability of the results but to identify the different views that exist regarding a topic, even minority ones. The findings are discussed in terms of practical implications for how this framework can be used to understand the subjective papers of different types of stakeholders.

Originality/value

This study identifies the different perspectives that exist regarding philanthropic CSR activities by using Q methodology, which is a good alternative to other research methods that provides a unique way of uncovering subjectivity from the participants’ point of view.

Citation

Chung, A. and Kinsey, D.F. (2019), "An examination of different perspectives on philanthropic corporate social responsibility: A Q methodology approach", Journal of Global Responsibility, Vol. 10 No. 4, pp. 382-394. https://doi.org/10.1108/JGR-04-2019-0044