Corporate Social Responsibility: The Perception of Muslim Consumers

Understanding stakeholders’ perception towards corporate social responsibility (CSR) is useful when entering the market particularly when serving the needs of particular stakeholders. This study examines the perception of Muslim consumers towards CSR. This study extends Carroll’s pyramid of four CSR dimensions; economic, legal, ethical, and philanthropic, by incorporating Islamic value as another dimension. Using structured questionnaires, a survey was conducted via emails to 700 consumers which is proxied by universities staff as the sample and received a response rate of 21%. The findings of this research suggest that these stakeholders perceived legal responsibility to be the most important CSR dimension. This implies that they are law abiding people as they are most concerned with whether companies are complying with the laws, rules and regulations. Though the survey was particularly targeted at the Muslim stakeholders, Islamic value was not perceived as the most important dimensio