The rise of CSR : Beyond Voluntariness (original) (raw)

Corporate Social Responsibility (CSR) is most talked about issue these days in Indian corporate sector. By engaging in corporate social responsibility (CSR) activities, companies can not only generate favorable stakeholder attitudes and better support behaviors (e.g. purchase, seeking employment, investing in the company), but also, over the long run, build corporate image, strengthen stakeholder–company relationships, and enhance stakeholders advocacy behaviors. However, stakeholders’ low awareness of and unfavorable attributions towards companies’ CSR activities remain critical impediments in companies attempts to maximize business benefits from their CSR activities, highlighting a need for companies to communicate CSR more effectively to stakeholders. These views raise a question on the requirement and importance of CSR in India. It is important to understand how and why companies adopt CSR activities in spite of expenses involved.