This research explores the perception of Nigerians towards Corporate Social Responsibility (CSR), a concept that has widely been studied in most Western developed countries and to a lesser extent in the less developed regions of the world. However, the lack of many in-depth studies and theories of the concept does not mean CSR is not practiced in these developing regions (Amaeshi et al, 2006). As Helg (2007), points out, the difference between the practice and perspective of CSR between regions is a result of the cultural and socio-economic reality the company finds itself. These realities are what make the practice of CSR in developing countries and more specifically Nigeria, philanthropic/discretionary.Most studies in Nigeria seek to study CSR from the viewpoint of the company or stakeholder that performs these initiatives. This study, however, approaches the concept from the perspective of the stakeholders who are either direct or indirect recipients of these initiatives; the public. The findings from this qualitative research provide evidence that shows the Nigerian public have both positive and negative opinions towards socially responsible companies. However, owing to the ingrained culture of philanthropy both individually and corporately in Nigeria, most members of the public would support socially responsible brands through their purchases. On the other hand, members would not buy from socially responsible brands if their comfort levels regarding price and quality are strained.This dissertation recommends that socially responsible companies or companies that desire to become likewise have to incorporate CSR into their business activity instead of it just being a charitable act. This would bring about mutual benefits for the society and the company, and these benefits would lead to more sustainable, thus effective CSR initiatives.
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Okeme, Marieri
Business
MSc Business Management
2016
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