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

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.Consumer behaviour, Corporate social responsibility, Multinational companies, Stakeholder theory, Stakeholders