Dear participant,

Before we begin, I would like to thank you for your time and willingness to participate in this survey. My name is
Shaun Goh Ka Wai (SID: 7996) and I am in my final year of business studies at KBU International. For my
Undergraduate Major Project, I am conducting a study on “The impact of Corporate Social Responsibility (CSR)
activities on consumer purchase intention in Malaysia”.

As a consumer, your response is greatly valued and will allow the objectives of the study to be met, that is, to
determine how consumers respond to different types, forms, levels of commitment and timing of CSR activities by
companies they buy or may potentially buy from. That said, the results of this study may enable Malaysian
companies to better develop CSR activities that will benefit you, the consumer, and society as a whole.

Your participation in this study is completely voluntary and if you feel uncomfortable answering any questions, you
can withdraw from the survey at any point. Furthermore, your response will be strictly confidential and data from
this research will be reported only in the aggregate. It will take approximately 10 minutes to complete the
questionnaire and there are no foreseeable risks by doing so.

If you have questions at any time about the survey or the procedures, you may contact me through email at
shaun.gohkw@yahoo.com. Once again, thank you for your time and cooperation. Your sincere responses are highly
valued.

Sincerely,
Shaun Goh
Student,
KBU International.

Introduction

• Corporate Social Responsibility (CSR) are “practices that improve the workplace and benefit society in
ways that go above and beyond what companies are legally required to do” (Vogel, 2005) and may be in
the following forms:
1. Community support (e.g. support of arts and health programs, educational and housing initiatives for the
economically disadvantage, charitable giving)
2. Diversity (e.g. no discrimination based on sex, race, family, sexual orientation and disability, equal
opportunity policies)
3. Employee support (e.g. concern for safety, job security, and general wellbeing of employees)
4. Environment (e.g. environmentally-friendly products, hazardous-waste management and pollution
control, animal testing policies, recycling initiatives)
5. Overseas operations (e.g. overseas labour practices; against sweatshops, child labour and human rights
violations)
6. Product (e.g. product safety, research and development/innovation, ethical marketing and contracting)

• Being ‘altruistic’ is defined as “showing unselfish concern for the welfare of others” (Wordnet,
2010).
• Being ‘sceptical’ is defined as “having, or expressing doubt; questioning / marked by or given to
doubt” (Wordnet, 2010).
 Section A

Please rate all the statements below on a scale of '1' to '5'.

1 2 3 4 5
Strongly Agree Agree Neither Disagree Strongly Disagree
Agree/Disagree

Cause Supported by CSR

CSR ‘causes’ may include those relating to the positive treatment of employees, providing sponsorships and
scholarships, giving back to the community, support of environmental issues etc..

No Statement 1 2 3 4 5
Ca1 I care about what type of cause is being supported by a company’s CSR activities.

Ca2 It is not important to me what cause is being supported as long as a company engages in
CSR activities
Ca3 Companies should engage in CSR activities that support causes consumers are concerned
with.
Ca4 The cause being supported by a company’s CSR activities is just as important a
consideration to me as the CSR activity itself.
Ca5 Companies do not need to be concerned with what causes consumers care about when
deciding what CSR activity to engage in.

Form of CSR

CSR activities can be transaction-based or non-transaction-based. Transaction-based activities are dependent on

sales made by a company (e.g. 50 cents donated to charity for every Ringgit Malaysian spent by customers on the
company’s products) while for non-transaction-based activities, the firm contributes without the need for
consumer purchases.

No Statement 1 2 3 4 5
Fo1 I am more favourable towards non-transaction-based CSR than transaction-based CSR.

Fo2 I am sceptical of the motives of companies that engage in transaction-based CSR.

Fo3 To me, there is no difference if a company engages in transaction-based CSR or non-

transaction-based CSR activities.
Fo4 Companies should engage in CSR activities that do not benefit them financially.

Fo5 There is nothing wrong with engaging in CSR activities and benefitting financially from it.

Fo6 I see non-transaction-based CSR activities as more altruistic and less profit-motivated
than transaction-based CSR activities.

Timing of CSR

No Statement 1 2 3 4 5
Ti1 I am more favourable towards CSR activities that are long term and/or frequent compared
to short term and/or infrequent.
Ti2 Companies that engage in long-term and/or frequent CSR activities have good altruistic
motives.
Ti3 As long as a company engages in CSR activities, the length and frequency is not important.

Ti4 Companies that engage in long-term and/or frequent CSR activities are less likely to do it
for opportunistic or selfish reasons.
Ti5 I am sceptical of the motives of companies that engage in short-term and/or infrequent
CSR activities.
Ti To me, short term and/or infrequent CSR activities is no different from long term and/or
6 frequent CSR activities.
Commitment towards CSR

Commitment towards CSR can be in terms of money, time, effort and manpower invested - proportionate to
capabilities of the company and sufficient to the expectation of its stakeholders.

No Statement 1 2 3 4 5
Co1 I am more favourable towards a high level of commitment of CSR activities than a low
level of commitment.
Co2 A high level of commitment towards its CSR activities indicates that a company has good
altruistic motives.
Co3 The level of commitment is not important to me as long as the company engages in CSR
activities.
Co4 Companies should be highly committed to the CSR activities they are engaged in.

Co5 I am sceptical of the motives of companies that give a low level of commitment towards
their CSR activities.
Co6 A low level of commitment towards its CSR activities does not indicate that a company is
stingy or selfish.

Company-Customer Identification

A company’s character, identity and values are often shown through its corporate abilities (e.g. manufacturing
expertise etc.) and its CSR initiatives/activities.

No Statement 1 2 3 4 5
Cc1 I am more favourable towards companies whose character I can identify with.

Cc2 When I feel a strong sense of connection with a particular company, I am supportive of
what it does and/or sells.
Cc3 When someone criticizes a company I identify with, it feels like a personal insult.

Cc4 I am proud to associate myself with companies whose character I can identify with.

Cc5 When someone compliments a company I identify with, it feels like a personal
compliment
Cc6 I am not concerned about similarities between a company’s character and my own.

Purchase Intent

No Statement 1 2 3 4 5
Pi1 I would pay more to buy products from a company that is perceived to be socially
responsible.
Pi2 I consider the corporate social responsibility reputation of businesses when I shop for
goods and services.
Pi3 I avoid buying products or services from companies that are not socially responsible.

Pi4 I would pay more to buy the products of a company that is perceived to care for the well-
being of our society.
Pi5 If the price and quality of two products are the same, I would buy from the firm that has a
reputation for being socially responsible compared to the firm that is not.
 Section B

Tick the answer that best describes you.

1. What gender are you?

Ο Male
Ο Female

2. Which state in Malaysia have you lived the longest in?

Ο Johor Ο Penang
Ο Kedah Ο Perak
Ο Kelantan Ο Perlis
Ο Kuala Lumpur Ο Sabah
Ο Melaka Ο Sarawak
Ο Negeri Sembilan Ο Selangor
Ο Pahang Ο Terengganu

3. What age group do you fall under?

Ο Below 18 Ο 46-55
Ο 18-25 Ο 56-60
Ο 26-35 Ο Above 60
Ο 36-45

4. What is the highest level of certification you are currently pursuing or have completed?
Ο SPM / O-level Ο Degree
Ο STPM / A-level Ο Masters
Ο Diploma Ο Doctorate

5. For the previous question, what do you primarily major in?

Ο Science
Ο Arts

6. Would you consider yourself to be committed to your religion, its principles and teachings?
Ο Yes
Ο No