Green Behavior and Corporate Social Responsibility in Asia

Cover of Green Behavior and Corporate Social Responsibility in Asia
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Synopsis

Table of contents

(18 chapters)

Prelims

Pages i-xxix
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Section 1 Green Behavior

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case illustrates the challenges related to creating awareness toward green environment in Malaysia. It revolves around the issues pertaining food losses and waste along the supply chain from farms to table. Food losses and waste are of the important manifestations of the inefficiencies that plague our food systems. Statistics by the Food and Agriculture Organization (FAO) reported that around 1.3 billion tons of food is lost and wasted every year in the world. In Malaysia, the estimated food loss is around 400,000 tons in 2015 and is increasing every year. The amount of food loss could feed around 370,000 people in a year. It is recognized that household and individual behaviors have a great impact on the environment. The individual and household behavior contributed to ecological imbalance. Personal consumption and behavior create large-scale problems such as climate change, pollution, biodiversity loss, and natural resources depletion. Green behavior relates to activities that minimizes harm to the environment. These include minimizing energy use, utilizing efficient technologies, and reducing food waste and food loss. There is increasing policy interest on managing green behavior to ensure sustainable living and environment in Malaysia. Ministry of Agriculture and Agro-based Industry (MOA) aims to embark a Green Initiative that focuses on the management of food loss and food waste. The Minister has directed The Malaysian Agricultural Research and Development Institute (MARDI) to lead the project. The Director General of MARDI requested Dr Ain Hanim, the director of Corporate Communication Centre to come out with a proposal. This proposal will be discussed at the management meeting at the middle of March, so that the Director General could present it at the Ministry’s management meeting. Taking account the whole picture, Dr Ain Hanim is now contemplating whether to propose a strategic planning that focuses on either (1) to run nationwide awareness campaign on food loss and waste (FLW), (2) to conduct impactful studies on current Malaysian Save Food (MYSaveFood) awareness campaign, or (3) to implement new policies on reducing FLW, food rescue, and food safety. Different strategy requires different amount of budget and also creates different level of impacts. She is in dilemma on which options should be the best for Malaysia.

Expected Learning Outcomes

The objective of this case is as follows:

  • to introduce students about the MySaveFood awareness programs in order to develop their understanding about the need for saving foods;

  • to expose students to the green concepts such as food loss and food waste; and

  • to train students on identifying factors and strategies that can lead to find a solution in regard to implement green activities.

to introduce students about the MySaveFood awareness programs in order to develop their understanding about the need for saving foods;

to expose students to the green concepts such as food loss and food waste; and

to train students on identifying factors and strategies that can lead to find a solution in regard to implement green activities.

Subject Area

Project Management, Business Ethics.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

The case highlights the challenges of adopting the green concept by British Council Lahore. The British Council Lahore’s new Library aimed at providing modern twentieth-century library services to the educational community in Lahore was completed in August 2016 and became one of the earliest and highest rated Leadership in Energy and Environmental Design (LEED) for Building Design and Construction (BD + C): new construction-certified building in Pakistan. The library building was a stellar outcome of design and innovation, rating high on water use reduction, energy efficiency, use of wastewater technology, sustainable site design, use of green materials and resources, high indoor environmental quality, and innovation. The architect was Raza Ali Dada, the lead architect and partner of the prestigious architectural firm Nayyar Ali Dada & Associates (NADA). It is January 2016, and he faces the problem of a serious impasse with the client (British Council) because of a difference of understanding safety and design priorities of the green project. This may be due to possible inaccurate assessment of component costs by NADA and be caused by the client’s inflexibility with security features of the building. Operational and stakeholder processes that assist and hinder the adoption of green building design in a country like Pakistan can be seen in play in the context. The impasses can, at worse, result in the loss of the entire business from the British Council, or at best, serious delays in project delivery, which would reflect very badly on NADA’s ability to handle construction projects. How can Raza proceed with the negotiations? How can the client be won over before the impasse turned into schedule delays that the firm could not afford?

Expected Learning Outcomes

The learning objectives of this case are as follows:

  • to introduce students to the “Green Building” concept and LEED certification and its various levels;

  • to highlight the operational and strategic processes that can assist the adoption of green infrastructure in Pakistan; and

  • to illustrate challenges associated with the adoption of responsible building design in emerging economies with constrained resources and poor awareness of the need for greener infrastructure among industry clients.

to introduce students to the “Green Building” concept and LEED certification and its various levels;

to highlight the operational and strategic processes that can assist the adoption of green infrastructure in Pakistan; and

to illustrate challenges associated with the adoption of responsible building design in emerging economies with constrained resources and poor awareness of the need for greener infrastructure among industry clients.

Subject Area

Strategic Management, Business Ethics.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

The case accentuates the challenges faced by Geetanjali Woollens in its mechanical recycling business which is proving detrimental to its African business expansion plans. The case is developed from the episodes of divergence in January 2018 when the buyers’ non-acceptance of mechanically recycled products initiated a managerial dilemma between “business sustenance” and “sustainable business” for Geetanjali Woollens. Being associated with the recycling business for more than 25 years, Madhukar Ghosh, the General Manager at Geetanjali Woollen recycling unit, was delving upon practical, supply-chain-wide solutions to generate standard acceptance norms for mechanically recycled textiles. For him, ethical purpose of business existence was equally important as the profit motive. Bringing operational clarity and standardized regulatory framework still seemed a big challenge for international policymakers and torchbearers of environmental responsibility, and Governments and NGOs popularizing green initiatives. Lack of policy guidelines for business behavior was exacerbating the business functioning. Madhukar knew that consistent buyer policies and standard regulatory framework could clear some mist and induce maturity in the concept of circular economy. Some formalizations were expected till the end of December 2018, if the deadlines did not get pushed further.

Expected Learning Outcomes

The objectives of this case are as follows:

  • to highlight the limitations that recycled apparel and textile products have and the concerns that emerge for buyers, designers, and consumers, due to these limitations;

  • to highlight the myopic business vision with which the recycling business is suffering due to the lack of a formalized regulatory framework, which in turn is creating various system barriers and making recycling business an unattractive proposition;

  • to appreciate the contribution of mechanical recycling of post-consumer textile waste as a closed-loop manufacturing technique in recouping the eco-impacts of increased disposal of apparel and textile products; and

  • to promote discussions for innovative solutions for limitations and concerns related to substances of concern in the recycling business and deliberations for a more effective tracking of such substances to facilitate buyer acceptance of mechanically recycled products.

to highlight the limitations that recycled apparel and textile products have and the concerns that emerge for buyers, designers, and consumers, due to these limitations;

to highlight the myopic business vision with which the recycling business is suffering due to the lack of a formalized regulatory framework, which in turn is creating various system barriers and making recycling business an unattractive proposition;

to appreciate the contribution of mechanical recycling of post-consumer textile waste as a closed-loop manufacturing technique in recouping the eco-impacts of increased disposal of apparel and textile products; and

to promote discussions for innovative solutions for limitations and concerns related to substances of concern in the recycling business and deliberations for a more effective tracking of such substances to facilitate buyer acceptance of mechanically recycled products.

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Subject Area

Organizational Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case highlights the problems and prospects of World Wildlife Fund (WWF)-Turkey’s Green Office program initiative. Green Office is an environmental management system developed by WWF-Finland 15 years ago and currently operates in China, Latvia, Pakistan, and Turkey in more than 200 organizations. The objectives of the program are to reduce the ecological footprint of the offices, decrease the negative impact of everyday operations at work, motivate and educate the employees to behave environmentally friendly, increase environmental awareness, reduce emissions, and save energy. WWF-Turkey runs the program since 2011, and it aims to influence and inspire people and businesses to address threats to nature and protect it for the sake of present and future generations. To be considered as a Green Office, an organization needs to comply with three main criteria: (1) consumption of natural resources (i.e., heating–cooling, office stationery, transportation, electricity, water, paper, and food consumption), (2) activities (i.e., purchase, cafeteria, cleaning services, waste management, building maintenance), and (3) increase in employees’ awareness. Accordingly, Green Office helps to determine concrete goals by systematically assessing the office resources and create their environmental management system. This case discusses the core essence of the Green Office program, the steps followed in implementing the program, as well as its benefits and challenges of being a Green Office.

Expected Learning Outcomes

The objective of this case is:

  • to illustrate WWF-Turkey’s Green Office program initiative and

  • to make students understand how a non-governmental organization (NGO) can foster green organizational behavior and embrace socially responsible business practices.

to illustrate WWF-Turkey’s Green Office program initiative and

to make students understand how a non-governmental organization (NGO) can foster green organizational behavior and embrace socially responsible business practices.

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case teaches about the issues and challenges of promoting ecotourism. Sumbiling Eco Village (SEV) in Brunei is an example of ecotourism spot. Leslie Chiang, SEV’s owner, understands that running a successful tourism business and conserving the environment is not an easy task. At the heart of Brunei’s pristine jungle, ecotourism brings economic opportunities for local people, long struggling to find a path to prosperity. This noble feat is not without its challenges. One of SEV’s dilemma is their promotion strategy specifically the difficulty of raising awareness of energy conservation and environment preservation for e.g. discouraging tourists’ plastic use. Another dilemma SEV’s is Mother Nature’s impact on SEV’s green building and infrastructure.

Expected Learning Outcomes

This case illustrates:

  • the concept of ecotourism such as SEV;

  • the features and benefits of ecotourism; and

  • the challenges that are faced by an Asian ecotourist spot and its ways to overcome those challenges.

the concept of ecotourism such as SEV;

the features and benefits of ecotourism; and

the challenges that are faced by an Asian ecotourist spot and its ways to overcome those challenges.

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case attempts to highlight the issues pertaining to Hirdaramani Mihila CKT apparel factory’s implementation of the “green space” concept. The concept of “green space” has been well accepted by the factory employees, and their participation in the “green process” is quite evident. Hirdaramani Mihila CKT is an apparel manufacturing company located in Agalawatte, Matugama, in the Kalutara District of Sri Lanka. The Mihila CKT factory was established in conformance with green building specifications and as an eco-friendly apparel industry. The administration of Mihila CKT has achieved success in three key areas after implementing this concept: cutting down energy consumption, enhancing water security, and reusing fabric waste. The factory also maintains a garden that manifests biodiversity. This case underlines the challenges and successes faced by Mihila CKT in adopting and implementing green space concept.

Expected Learning Outcomes

This case illustrates the following:

  • the importance of having green technology in the apparel industry to embrace green concept;

  • the effectiveness of the green space concept in relation to global green standards; and

  • the potential benefits to the local residents from the green technology initiatives of an apparel factory like Hirdaramani Mihila CKT.

the importance of having green technology in the apparel industry to embrace green concept;

the effectiveness of the green space concept in relation to global green standards; and

the potential benefits to the local residents from the green technology initiatives of an apparel factory like Hirdaramani Mihila CKT.

Subject Area

Human Resource Management Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case illustrates the application of green human resource management (HRM) practices that are inevitable for Malaysian manufacturing firms to mitigate the imbalance between economic and environmental performance. Over the past 12 years, the environmental performance has significantly declined based on data reported by environmental performance index (EPI). This dramatic decline has caused imbalance between economic and environmental performance impacting sustainability of Malaysian manufacturing firms. Among the challenges faced by many manufacturing firms are lacking environmental control, inability to understand and apply green HRM practices, aligning green HRM strategy to firm’s strategy and environmental objectives, educating its existing employees on green HRM, measuring the outcomes of green HRM practices, and changing the existing traditional HRM practices to green HRM practices. This case sheds light on the implication of ISO14001 certification among Malaysian manufacturing firms registered with Federation of Manufacturing Malaysia (FMM) 2015 in addressing this issue.

Expected Learning Outcomes

This case illustrates the following:

  • The application of green HRM practices and how it can improve sustainable performance among ISO14001-certified Malaysian manufacturing firms.

  • The need for adopting ISO14001 certification as the integral part in addressing sustainability issues and in improving firm’s performance.

  • The integration of both green HRM practices and ISO14001 certification helps manufacturing firms to minimize the imbalance between economic and environmental performance and to improve overall sustainable performance.

The application of green HRM practices and how it can improve sustainable performance among ISO14001-certified Malaysian manufacturing firms.

The need for adopting ISO14001 certification as the integral part in addressing sustainability issues and in improving firm’s performance.

The integration of both green HRM practices and ISO14001 certification helps manufacturing firms to minimize the imbalance between economic and environmental performance and to improve overall sustainable performance.

Subject Area

Aviation Logistics and Management, Organization Management.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case highlights the challenges of obtaining “Green Organization” certification process of ICF Airports Antalya. The Directorate General of Civil Aviation (DGCA) has initiated a Green Airport project in 2009. The aim of the project is to promote the systematic reduction and, where possible, elimination of the environmental impacts of airport operation. Organizations are required to establish, implement, document, and maintain an environmental management system (EMS) in accordance with the current version of the TS EN ISO 14001 EMS Standards. An annual Greenhouse Gas Inventory Report is required to be prepared in accordance with the TS EN ISO 14064-1 standard, and Greenhouse Gas Inventory Report must be verified by the TSE in accordance with TS EN ISO 14064-3 standard. When an organization meets these requirements, DGCA grants the organization a “Green Company” certificate, which allowed a 20% discount on the extension fee of authorization documents and licenses. Although ICF Airports Antalya faced several challenges, it was issued “Green Organization” certificate by the DGCA in 2010 and finally became 19th greenest airports in the world.

Expected Learning Outcomes

This case illustrates the following:

  • the process of Green Company certification in aviation sector;

  • the ways to handle challenges of the green organization certification process; and

  • the needs for engaging stakeholders in environmental initiatives.

the process of Green Company certification in aviation sector;

the ways to handle challenges of the green organization certification process; and

the needs for engaging stakeholders in environmental initiatives.

Subject Area

Social Entrepreneurship, Organizational Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case teaches about green organization, its opportunity, challenges, and attitude toward sustainable agriculture. The Babylon Vertical Farms (BVF) is an agricultural and technological company that grew high-quality hydroponic vegetables and herbs with minimum use of sunlight, soil, and pesticides. BVF used recycled water through reverse osmosis process with the target to decrease cultivated time to less than six hours, when compared to the typical 18 hours, apart from minimizing water usage up to 90%. Knowing its potential, Stuart Thomas, the founder and his team planned to increase the farm production to 2,000–3,000 kg a month from 1,000 kg a month. The farm required RM150,000 to acquire resources and to extend its farm infrastructure. Stuart and his team had to make feasible and practical decision in gaining their funds to execute the business to be one that is sustainable and green. As a social entrepreneur, Stuart also wanted to address poverty-related hunger. A group of investors was ready to invest and asked for 30% equity. Stuart was tempted to take the offer. If he rejected the offer, the farm could lose the opportunity to scale-up its operation. At the same time, if he accepted the offer, he might lose control over the business one day.

Expected Learning Outcomes

The learning outcomes are as follows:

  • to expose students to the various forms of urban farming that a social entrepreneur can venture into;

  • to expose students to the benefits of green business;

  • to evaluate potential opportunities and threats of a green organization using SWOT analysis; and

  • to recommend a possible strategy to build a sustainable agriculture farm that is economically viable, environmentally sound, and socially responsible.

to expose students to the various forms of urban farming that a social entrepreneur can venture into;

to expose students to the benefits of green business;

to evaluate potential opportunities and threats of a green organization using SWOT analysis; and

to recommend a possible strategy to build a sustainable agriculture farm that is economically viable, environmentally sound, and socially responsible.

Subject Area

Environment Management, Solid Waste Management.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case revolves around the challenges pertaining to waste management in Iran. Poor waste management practices can result in soil contamination, water pollution, and air pollution, can cause respiratory problem, and can create permanent adverse health effect. Thus, a solid waste management system is needed for safeguarding the public health, safety, and welfare. However, it seems not an easy task for the developing countries, and Iran is not an exception to this. Recycling has three particular steps: collection and processing, manufacturing, and purchasing new products which made from recycled materials which require heavy investment. Lack of investment in the Iranian recycling sector has made this issue more complicated and lagging behind. This case highlights the challenges faced by the Iranian Municipality in this regard.

Expected Learning Outcomes

The learning objectives are as follows:

  • to expose students to an actual situation where they will be aware of the necessity to care for the environment and reduce and reuse the products that they are utilizing in their every days’ life;

  • to highlight the need of a municipal waste management system to make route optimization for waste collection and transport system, storage, recycling plan, compost and incineration facility, proper site for landfill, etc.; and

  • to emphasize the required support from all stake holders in managing waste.

to expose students to an actual situation where they will be aware of the necessity to care for the environment and reduce and reuse the products that they are utilizing in their every days’ life;

to highlight the need of a municipal waste management system to make route optimization for waste collection and transport system, storage, recycling plan, compost and incineration facility, proper site for landfill, etc.; and

to emphasize the required support from all stake holders in managing waste.

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Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case highlights the initiative taken by Malaysian government in order to launch and implement “No Plastic Bag” campaign. The objective of this campaign is to discourage consumers from using plastic bags since plastic is not biodegradable and thus a big threat to the environment. As a result of this campaign, all supermarkets, hypermarkets, or department stores stopped providing plastic bags to the customers while shopping which was a usual practice before to carry the purchased stuffs. Consumers left with two options: either carrying their own bag during purchase or purchasing the plastic bag from the cashier for 20 sen. Azmir, the managing director of ForU hypermarket, was receiving several complaints from his customers since they need to pay for the plastic bag which made him ponder about how to make customers accept the “No Plastic Bag” policy wholeheartedly.

Expected Learning Outcomes

This case illustrates:

  • The challenges faced by the Malaysian government in implementing “No Plastic Bag” campaign.

  • The need for considering heavy promotional effort in creating awareness among citizens about green issues.

  • The necessity to understand different mentality and behavioral pattern of consumers in embracing green consumption behavior.

The challenges faced by the Malaysian government in implementing “No Plastic Bag” campaign.

The need for considering heavy promotional effort in creating awareness among citizens about green issues.

The necessity to understand different mentality and behavioral pattern of consumers in embracing green consumption behavior.

Section 2 Corporate Social Responsibility and Philanthropy

Subject Area

Corporate Social Responsibility.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case is about the conflict between Prof Bakar, the new Dean of Progressive Technical University (PTU), and the lecturers teaching the social innovation course. PTU was established in 1985 to provide opportunities for rural students to pursue technical education. Both parties had differing opinions over the suitability of projects in the social innovation curriculum. Dean Bakar was adamant that CSR is charity-based and therefore not suitable for the social innovation class. As the case unfolded, it was clear that each lecturer had different views about the course – indicating the wide-spectrum of views on the relationship between CSR and social innovation as well as social entrepreneurship. The case provides opportunities to deliberate on what constitutes “social purpose,” the 17 sustainable developmental goals, the global movement of social entrepreneurship and social innovation, impact investing and harvesting, as well as indigenous wisdom. The main trigger of the case is how to resolve the conflict and come up with an improved version of the course content, as well as a comparison framework for CSR, social innovation, and social entrepreneurship.

Expected Learning Outcomes

Using this case study, the students will be able to:

  • compare CSR, social innovation, and social entrepreneurship;

  • understand CSR activities and explain their main features based on the given case facts;

  • analyze and solve the conflict between Dean Bakar and the six social innovation lecturers;

  • propose solutions on how to review the social innovation course; and

  • discuss how different perceptions could affect decision-making.

compare CSR, social innovation, and social entrepreneurship;

understand CSR activities and explain their main features based on the given case facts;

analyze and solve the conflict between Dean Bakar and the six social innovation lecturers;

propose solutions on how to review the social innovation course; and

discuss how different perceptions could affect decision-making.

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case highlights the challenges that a telecommunications company encountered with regard to implement the green concept as a part of a corporate social responsibility (CSR) program. Progresif Cellular Sdn Bhd (PCSB) is a telecommunication company that was established in 2014. PCSB integrated its CSR on 2017 to comply with the nation’s vision of 2035. The CSR initiatives were Education, Arts and Culture, Environment, and Entrepreneurship. This case revolves around the challenges of implementing PCSB’s third CSR pillar which was related to conserving the environment. In addressing this agenda, PCSB wanted to implement “going paperless” concept by launching e-billing system. Paperless or e-billing is an electronic version of bill statement that customers can view and pay online. After launching the e-billing system, PCSB realized that the older generation of the customers did not accept the “paperless” concept properly. Statistics revealed that 57% of young customers are using it, whereas only 37% of the older citizens are using it. It made PCSB concerned that how to motivate the senior citizens to go “paperless” in order to save the environment.

Expected Learning Outcomes

Using this case, the students will be able to:

  • understand the challenges that are related to going green initiative;

  • evaluate the pros and cons pertaining to going “paperless”;

  • understand the need for building awareness among young and older population for a better implementation of green act.

understand the challenges that are related to going green initiative;

evaluate the pros and cons pertaining to going “paperless”;

understand the need for building awareness among young and older population for a better implementation of green act.

Subject Area

Business Ethics, Corporate Social Responsibility.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case demonstrates the dilemma of a team of students who initiated a CSR project under the supervision of their Business Ethics, Responsibility, and Sustainability (BERS) course lecturer Dr Qanitah at Azman Hashim International Business School, UTM. The team faced challenge in getting sufficient sponsorship from the outside parties involved. In order to create awareness about CSR issues among general public, the team came up with a project plan and named it as You Only Live Once (YOLO). Two weeks before the YOLO project, one of the main sponsors withdrawn the agreement to sponsor the event. Lack of sufficient funding could contribute to the failure of the YOLO project. Dr Qanitah and the team were in a dilemma to sort out this issue.

Expected Learning Outcomes

By utilizing this case, the students will be able to:

  • understand the need for undertaking CSR initiatives;

  • expose to the obstacles faced by organizer with regard to the sudden withdrawal of sponsorships; and

  • understand the importance of building awareness about CSR among general public.

understand the need for undertaking CSR initiatives;

expose to the obstacles faced by organizer with regard to the sudden withdrawal of sponsorships; and

understand the importance of building awareness about CSR among general public.

Subject Area

Corporate Social Responsibility, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case highlights the challenges that Society for Community Outreach and Training (SCOT) faced to be self-sustained in running the operation. SCOT is one of the non-government organizations (NGOs) in Brunei that aims to eradicate poverty in sustainable and creative ways. The founder of SCOT is Anwar Mohammad, one of the recipients of National Youth Leader in Brunei. The other 18 members of SCOT Board of Directors and Executive Committee also consist of youths who are committed in their mission of alleviating poverty in Brunei. Like many other NGOs, SCOT’s activities depend on fund from public or private organizations. One of the obstacles facing NGOs in Brunei including SCOT is the difficulty in obtaining funds for their projects. To be self-sustained, Anwar came up with a project idea named Xchange Project to encourage people to collect recyclable materials and exchange them for basic commodities. He thought this would help build the habit of recycling among Bruneians as well as help those with low income to have an extra source of income.

Expected Learning Outcomes

Using this case the students will be able to:

  • understand the role of NGOs (such as SCOT) in performing corporate social responsibility (CSR);

  • understand the challenges that are encountered by the NGOs in obtaining fund;

  • understand the role of Green Xchange program to be self-sustained; and

  • understand the role of NGOs (such as SCOT) in alleviating poverty level in Brunei.

understand the role of NGOs (such as SCOT) in performing corporate social responsibility (CSR);

understand the challenges that are encountered by the NGOs in obtaining fund;

understand the role of Green Xchange program to be self-sustained; and

understand the role of NGOs (such as SCOT) in alleviating poverty level in Brunei.

Subject Area

Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case illustrates an animal shelter’s challenge pertaining to lack of awareness among individuals with regard to animal adoption and proper treatment toward animals. Brian Teoh, the founder of a local animal shelter “We Care For You (WCFY),” was really worried by observing the situation of the animals’ vulnerability as well as pet owners’ irresponsible behavior. Overpopulation in animal shelters is a common problem. The space of the shelter is limited and not enough to take more animals to take care unless existing animals are being adopted by the pet owners. Adoption is a way to give room for other animals to be taken by animal shelters. However, most of the individuals prefer to buy rather to adopt. Moreover, potential adopters are usually selective of the animal they intend to adopt by having criteria preferences for adoption. Brian was thinking how to make people aware about the animal right and proper treatment with animals and also how to make individuals aware about the necessity to adopt rather than purchasing them. He was drowned in deep thought. Although the situation seemed not so promising, he felt determined to work on this awareness-building issue.

Expected Learning Outcomes

This objective of this case is to:

  • highlight the challenges faced by the animal shelters in order to make individuals aware of the importance of adopting animals rather than purchasing them from shops;

  • emphasize the importance of using social media in disseminating information nationwide; and

  • the necessity to educate people about the right treatment toward animals.

highlight the challenges faced by the animal shelters in order to make individuals aware of the importance of adopting animals rather than purchasing them from shops;

emphasize the importance of using social media in disseminating information nationwide; and

the necessity to educate people about the right treatment toward animals.

Index

Pages 175-179
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Cover of Green Behavior and Corporate Social Responsibility in Asia
DOI
10.1108/9781787566835
Publication date
2019-05-30
Editors
ISBN
978-1-78756-684-2
eISBN
978-1-78756-683-5