The Effect On Environmental CSR On Brand Reputation And Corporate Profitability In Service Industry

Ngan, Mei Leng (2016) The Effect On Environmental CSR On Brand Reputation And Corporate Profitability In Service Industry. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Concept of environmental Corporate Social Responsibility (CSR) has been widely discussed and implemented in the global level. The effect of environmental CSR on brand reputation and corporate profitability need to be determine and tested. Thus, the purpose of this study is to determine the effect of environmental CSR on brand reputation and corporate profitability. The sample of this study is companies in service industry which service industry need to perform environmental CSR in their business to reduce the climate change and utilizes the use of natural resources. The method use in this study is quantitative method and questionnaires are delivering to companies in service industry to collect data. Questionnaire includes the environmental CSR activities concern on the customer awareness of CSR issues, customer preference and purchase intention as well as customer willingness to pay high price for the products to test on the effect on brand reputation and corporate profitability. The data collected is analyzed by IBM SPSS and result can be gain. Results show that environmental CSR activities – climate responsibility, natural resource utilization and consumer awareness of CSR issues has effect on brand reputation whereas environmental CSR activities – natural resource utilization and willingness to pay high price has effect on corporate profitability. Environmental CSR activities help to boost brand reputations when the brand image is good, high brand loyalty and awesome brand satisfactions. Customers are more willing to purchase products or services that are environmental friendly compared to conventional products or services. Capitals and investments in environmental CSR activities are needed to increase the reputations and profitability of the companies.

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