Contemporary CSR Model: Conceptualization, Scale Development, and Validation to Measure Consumer Perceptions

Abstract

The objectives of this article are twofold. The first objective is to review three CSR models to propose a new contemporary model of CSR, representing the significant commitments and practices organisations should undertake in their quest to become socially responsible. The second objective is to develop and validate a new CSR scale to measure consumer perceptions of organizations' CSR performance-based Drawing on Carroll's CSR, Vissers' CSR 2.0 models, and the Bursa Malaysia CSR framework, the research proposes a conceptual framework. A CSR scale was developed and validated through a large-scale empirical study measuring consumer perceptions involving 909 respondents from Malaysia. The CSR scale items were tested and validated via exploratory factor analysis and reliability analysis. As a result, the new CSR model consisted of six main dimensions representing key CSR commitments, and a 27 item CSR scale was validated. The conceptual framework adds value by providing managers and policymakers with a new way of looking at CSR holistically and comprehensively, enabling the development of effective CSR initiatives and strategies. In addition, the contemporary scale provides a reliable and valid instrument to measure consumers' perceptions of their CSR initiatives.

Keywords

• contemporary csr model
• scale development
• consumer perceptions