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This paper aims to clarify the relationship between corporate social responsibility (CSR) and capacity building for sustainable livelihoods. It respects cultural differences and aims to identify the business opportunities in building the skills of employees, the community and the government. In talking about social responsibility, major attention has been drawn to CSR, yet little has been mentioned on how university stakeholders such as students can contribute to developing social responsibility. It can be said that the society of tomorrow begins today, and to make up this society, universities need to have drive, patience, and persistence to help them achieve the related goals. It is crucial for learning institutions to develop ways in which to cope with the present context demands, not only in terms of returns to the community in the form of community engagement involvement through student projects, but also in the sense of replenishing their own actions and enlarging their sources or references, so as to become institutions that help with and are partially involved in shaping a new society that is more ethical and is engaged with its community and surroundings.

This paper examines the university social responsibility (USR) initiative of 14 public and private higher learning institutions in Malaysia. Data were collected from 150 respondents using the quantitative method through survey questionnaires. Samples were selected based on the purposive sampling method, where the respondents were majoring in communication or had taken media studies. Questions took the form of open and closed‐ended questions. The data gathered were then analyzed quantitatively by using the Statistical Package for Social Sciences (SPSS Version 15).

The results show that, overall, respondents are aware of the need to preserve the environment and the function and role that CSR plays in developing a more responsive public. However, the discovered lack of exposure to activities that the respondents can participate in on their own needs to be addressed. Knowledge on environmental conservation or CSR contribution may not be indicative of high levels of practice. There are many other factors that can contribute to better practices or to a lifestyle that better favors environmental conservation.

Because of the chosen research approach and limitations in terms of time, this study does not analyze and verify the links that exist between CSR and the environment with relation to government policy.

Most existing research in CSR fails to take into account how universities cope with the development of CSR. Therefore, efforts to understand CSR within the university setting are significant for the development of CSR practices and conduct.

Value from this paper is derived in three ways: first, it outlines why universities in Malaysia should move forward in determining the most relevant paths for social responsibility engagement and initiatives; second, it provides an understanding of the setting of CSR, making it easier for graduates to implement CSR at the organization they work for in the future; and finally, the data and implications drawn from Malaysia add a necessary international insight into the benefits of CSR at university level.

This study investigates whether corporate executives, who are university alumni, influence each other's firm corporate social responsibility (CSR) performance.

Drawing on social network theory, the authors hypothesise that a firm's CSR performance is positively associated with its peer firms' average CSR performance when the executives of the firm and its peer firms are university alumni. The study employs data from 1,685 listed firms and 4,906 executives who graduated from 585 different universities in China and runs multivariate regressions.

The results reveal a sizeable university peer influence on CSR performance. Such influence is even stronger for executives who graduated from elite universities (e.g. 985 or 211 universities), and universities or programmes that provide more opportunities for alumni reunions or networking (e.g. MBAs/EMBAs). Executives who are more influential in making firm decisions (e.g. CEOs/CFOs), as well as firms that are more likely to mimic the behaviour of others, also show higher degrees of university peer influence.

The results highlight the role of education in ethical decision-making.

This study documents evidence on a new determinant of firm CSR performance. The study sheds light on the impact of non-institutionalised personal ties, for example, university alumni networks, on CSR performance.

Issues concerning society are everybody's business. Therefore, individuals, larger or smaller groups, formal or informal entities, public or private firms, governmental or non-governmental organisations who are key stakeholders of society must always aspire to champion societal concerns. Society's welfare should be everybody's business. Corporate social responsibility (CSR) in a broad sense can be viewed as the relationship of organisations with society as a whole, and the need for organisations to align their values with societal expectations (Atuguba & Dowuona-Hammond, 2006). In reality, it is a set of standards by which organisations can impact their environment with the potential of creating sustainable development (Helg, 2007). It is critical that society educates everyone to be responsible. From all societal actors, universities are the ones educating the future elites of a country. What they teach and do not teach may make or break a nation's future and well-being. As noted by Dashwood and Puplampu (2010), there is a greater need for crafting a sustainable, strategic and mutually beneficial set of responsible actions in embracing the right approaches to CSR. According to them, such actions should emanate from a genuine recognition of, and attention to, economic, traditional, historical, as well as business arguments from the perspectives of the stakeholders and interest groups.

The purpose of this study is to examine the influence of internal corporate social responsibility (CSR) towards university brand legitimacy (UBRL) with the mediation effect of university brand perceived ethicality in the higher education sector in Tanzania.

The study collected data from 399 employees of two universities through a cross-sectional survey research design. The data were analyzed using structural equation modelling.

The findings of this study suggest that internal CSR influences UBRL when mediated with university brand perceived ethicality.

A cross-sectional survey research involving self-administered questionnaire was used. Therefore, the generalization of the findings should be made with caution.

Higher education institutions should invest in ethical management practices that consider internal CSR to ensure employees as legitimacy-granting constituents motivated to grant legitimacy to the university brand.

This study is among initial endeavors to examine internal CSR as a driver of UBRL in the higher education domain context.

This study examined the influence of university corporate social responsibility (University CSR) on university corporate brand legitimacy through the lens of university brand trust.

The study utilized a cross-sectional research design with a quantitative approach to gather data from a sample of 398 university students. The collected data were analyzed using structural equation modeling.

The findings of the study suggest that University CSR has a significant influence on the legitimacy of a university's corporate brand. Moreover, the study identified the mediating role of university brand trust in the proposed relationship.

The study was conducted in the context of higher education in Tanzania. As a result, the generalizability of the findings to other contexts that significantly differ from Tanzania, a developing country, may be limited.

The study recommends that the management of higher education institutions in developing countries should include CSR practices in the strategic plans of universities. Additionally, faculty members should be empowered to play a significant role as initiators and implementers of CSR programs.

This study is one of the few attempts to examine the interplay between university CSR, corporate brand trust and university corporate brand legitimacy. The study contributes to the state of knowledge in the education sector by highlighting the role of university CSR in building social acceptance, which is a crucial pillar in empowering universities to play a role in social and economic development.

The role of higher education institutions is paramount in creating social and cultural conditions for sustainability. Several studies show universities play an important role in promoting public understanding and awareness about sustainability. The purpose of this study is to analyze the application of university social responsibility (USR) on green and nongreen campuses and how it affects the corporate social responsibility (CSR) of students' self-consciousness (SSC), especially in accounting undergraduate programs by looking at how the undergraduate programs shape their curriculum and can build student awareness related to CSR.

A total of 704 accounting undergraduate programs students from eight different universities in Indonesia were surveyed to test the CSR SSC. Eight participating universities were included in the green campus based on Universitas Indonesia Green Metric (UI GreenMetric) and nongreen campus. Each university was analyzed regarding the application of USR.

The results of this study show that universities included in the green campus at the UI GreenMetric do not necessarily have a higher USR than the nongreen campus. Overall, there is evidence that graduates from universities with high USR implementation have better CSR SSC than graduates from universities with low USR implementation. Furthermore, the findings of this study show that there is a high value of ethic and CSR knowledge coming from university students with high USR implementation but not so with character. The findings show the same results from students between the two university groups.

To the best of the authors’ knowledge, this study is the first attempt to examine the effect of USR implementation on CSR SSC in Indonesia, by putting students’ CSR knowledge as a part of CSR SSC.

This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions.

Data were collected from 490 fans of a Division I intercollegiate athletic program and analyzed using structural equation modeling.

Results indicated that the quality of CSR information positively affected e-satisfaction with CSR initiatives, which, in turn, predicted fans’ online donation intentions, university attachment, and fan–athletic department identification. Moreover, the relationship between e-satisfaction with CSR initiatives and online donation intentions was mediated by fan–athletic department identification.

This study has a limitation in terms of generalizability. The current focus on a single athletic department does not apply the results to athletic programs at other US universities and colleges. Future research should confirm the generalizability of the study’s findings by collecting data from fans of other athletic departments.

It is important to understand the impact of CSR activities on online donor intentions because marketing these activities could serve as an effective fundraising tool for athletic departments. The findings from this study inform athletic administrators of factors they might consider when promoting CSR initiatives through online media to encourage fans’ donations.

This paper aims to examine how the Master of Business Administration (MBA) curricula of top-ranked business schools are offering stand-alone courses on ethics and corporate social responsibility (CSR). To provide additional evidence, this study tests some hypotheses to contrast the effect of different variables on the inclusion of stand-alone courses on ethics and CSR. Also, the paper provides a comparative analysis in two ways: one comparison aims to analyse how the presence of ethics and CSR stand-alone courses in the MBA programmes over the past 10 years has evolved, and the other comparison seeks to explore whether there are differences between different rankings with regard to the inclusion of ethics and CSR stand-alone courses in the MBA curricula.

A Web content analysis was conducted on the curricula of 92 of the top 100 global MBA programmes ranked by the Financial Times in their 2013 ratings.

The findings show that there is a trend towards the inclusion of stand-alone courses on CSR and ethics as electives. Empirically, the findings suggest that the presence of ethics and CSR elective stand-alone subjects in the MBA programmes is explained by the following variables: public/private, business school’s accreditation and cultural influence. Comparatively, the findings suggest that requiring CSR and business ethics stand-alone courses in the MBA programmes ranked by the Financial Times have not increased over the past 10 years. In addition, when we have compared the results of this study with other rankings, we have appreciated that there are important differences between top MBA programmes in accordance with the aims and scope of rankings.

The findings of this study seem to suggest that business schools included in the Financial Times ranking have not changed their view based on a shareholder approach, which is focused on providing an economics-centred training.

Corporate Social Responsibility (CSR) is a well-known practice among organizations around the world. It has become a refreshing alternative of conceiving and doing business that encompasses economic, social, and environmental operations for achieving competitive advantage.

The purpose of this paper is to advance knowledge on the implications of perceived corporate social responsibility (CSR) on employee levels of commitment and citizenship behaviour (OCB) by investigating a trust-based mediational process in the context of academia.

The research data are collected from a sample of 736 academics through a questionnaire based survey administered in different Pakistani universities. The nature of trust-based mechanism underlying the relationships between CSR, affective commitment and OCB is determined through structural equation modelling of the research data.

The findings suggest that the perceived CSR is an important predictor of academics’ attitudes and behaviour in universities. Whilst the findings implicate the mediating role of trust in the process by which perceived CSR influences academics’ commitment, trust does not appear to mediate the perceived CSR’s relationship with OCB.

This study utilises single-sourced and cross-sectional data, which may have resulted in common method bias.

By furnishing evidence of the beneficial effects of perceived CSR on academics’ levels of trust, commitment and citizenship behaviour, this study provides a business case for universities’ involvement in CSR. The findings are particularly useful to academic administrators and managers who are interested in nurturing positive attitudes and behaviours amongst academic staff.

There is a paucity of research on CSR in the academic work settings of developing countries. This is the first study to examine the trust-based microfoundation of CSR in the context of academia in Pakistan.