CSR in Saudi Arabia and Carroll's Pyramid: what is 'known' and 'unknown'?. Issue 8 (16th November 2020)

• Record Type: Journal Article
• Authors: Nurunnabi, Mohammad; Alfakhri, Yazeed; Alfakhri, Demah H.
• Is Part Of: Journal of marketing communications. Volume 26:Issue 8(2020)
• Page Start: 874
• Page End: 895
• Publication Date: 2020-11-16
• Subjects: Corporate social responsibility (CSR) -- Carroll's pyramid -- Islamic values -- Saudi Arabia -- Zakat -- philanthropy; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2019.1604560
• Languages: English
• ISSNs: 1352-7266

Abstract

ABSTRACT: Unquestionably, the positive effects of corporate social responsibility (CSR) on consumer behaviour are well documented in prior literature. However, there have been few academic endeavours to use Carroll's CSR Pyramid to explore the CSR experience from the perspective of young consumers in the Middle East. This study seeks to gain an in-depth understanding of CSR through qualitative interviews with young Saudi consumers using the conceptual framework of Carroll's pyramid. This study reveals that young Saudi consumers recognise all four types of responsibility. However, they do not prioritise the types as Carroll does, and disagree with Carroll's notion that economic responsibility is the foundational building block of CSR. The findings also reveal that Islamic values, expressed through philanthropy, must underpin any CSR practice. A proposed Islamic CSR pyramid has emerged from this study; it signifies that organisations should consider paying the Zakat to be an obligation, should always behave in an ethical manner and should prioritise societal interest over maximising shareholder values. Overall, the study finds that Carroll's model is useful but inverted in the context of Saudi Arabia. The findings are particularly relevant for advancing the conception of CSR from Islamic perspectives.