Proceedings of European Business Research Conference
Sheraton Roma, Rome, Italy, 5 - 6 September 2013, ISBN: 978-1-922069-29-0
The Impact of Stakeholder Perception on Corporate Social
Responsibility in Thailand
Thanita Kongrerk
The main objective of this study is to explain how stakeholder’ perceptions
of CSR have impacts on Corporate Trust of Thai listed companies in
Thailand. In this paper, the research is designed to investigate the factors
that have impact on stakeholder perception of CSR activity by modifying
the 4 pillars of Carroll’s pyramid of CSR, which include Economic, Legal,
Ethical and Philanthropic responsibility of Thai leading companies.
Nonetheless, The Economic construct will change to Sufficient Economy
which is more practical and up-to-date for Thai society. The external
stakeholder will be concentrated on customers, and internal stakeholder
will be the employees, while the community surroundings nearby the
companies will be studied to balance both stakeholders. The research
seeks to find out the relationship between CSR activities, and the
Corporate Trust. Mixed method will be used to explain the attitude of the
respondent toward the CSR activities provided by Thai listed companies
which are the member of Thai listed company CSR Club. Structural
Equation Model (SEM) will be used to analyze the hypothesized model.
Thanita Kongrerk. University of the Thai Chamber of Commerce, Bangkok , Thailand.
Email : ajarnthanita@gmail.com