Impact of CSR on consumer behavior of Bahraini women in the cosmetics industry
| Date | 10 July 2017 |
| Pages | 174-203 |
| Published date | 10 July 2017 |
| DOI | https://doi.org/10.1108/WJEMSD-08-2016-0041 |
| Author | Fatema Shabib,Subhadra Ganguli |
| Subject Matter | Strategy,Business ethics,Sustainability |
Impact of CSR on consumer
behavior of Bahraini women in
the cosmetics industry
Fatema Shabib
Department of Management and Marketing,
Ahlia University, Manama, Bahrain, and
Subhadra Ganguli
Department of Accounting and Economics, Ahlia University, Manama, Bahrain
Abstract
Purpose –The purpose of this paper is to investigate the impact of corporate social responsibility (CSR)
awareness on the attitudes of Bahraini women consumers in the age group of 18-55 and their buying behavior
toward cosmetics products.
Design/methodology/approach –Quantitativemethod is used for focusing on Bahrainiwomen consumers
aged between 18-55years. Primary data comprising consumer’s buying behavior and attitudeswere collected
through an online questionnaire and analyzedusing software like SPSS and Microsoft OfficeExcel.
Findings –The empirical findings revealed that Bahraini women are not aware of CSR. This lack of
awareness leads to the exclusion of CSR as a factor in their purchase decisions. However, the awareness of
CSR can become a reason for avoiding purchase of specific cosmetics when the consumer discovers that the
producer has been involved in socially irresponsible business practices. Moreover, Bahraini women do not
seek CSR-related information voluntarily from the cosmetics industry.
Research limitations/implications –This research paper is subject to sample size limitations; it focuses
on women of a specific age group using cosmetics and is limited to the Kingdom of Bahrain. Survey method
was used as the only primary data collection method.
Practical implications –This research provides a clear picture of how consumers behave in the absence of
any or very little awareness of CSR. It can benefit cosmetics companies, both existing and new, for adopting
future long-term marketing strategies to create public awareness of CSR.
Social implications –This research highlights the importance of raising awareness of CSR in the Kingdom
of Bahrain and the possible implications of such activities on consumers’purchases of cosmetics products.
Originality/value –This paper contributes significantly toward information regarding Bahraini consumers’
lack of awareness of CSR and sheds light on consumers’behavior toward cosmetics products in the Kingdom
of Bahrain.
Keywords Consumer behavior, Corporate social responsibility (CSR), Bahraini women,
Consumer attitude, Cosmetics industry, Kingdom of Bahrain
Paper type Research paper
1. Introduction
The concept of corporate social responsibility (CSR) reflects how companies integrate their
business strategies with the well-being of various stakeholders like employees, sup pliers,
consumers and the environment to minimize the negative impact of their business practices.
However, this research study investigates CSR from the consumers’perspective. There are
limited studies that have investigated consumers’perspective toward CSR (Swaen et al., 2003).
For the past few years, the concept of CSR has grown in popularity among the Gulf
Cooperation Council (GCC) members[1]. Companies in the Kingdom of Bahrain have adopted
CSR so that they could give back to the community and create a framework that leads to
sustainable projects. 3BL Associates Consultancy (2013) conducted a study assessing the
understanding and implementation of responsible business practices in Bahrain and
focused on evaluating the attitudes of companies ranging from multinationals to small
businesses in incorporating CSR as a marketing strategy. They found that most Bahraini
companies did not publish CSR or sustainability reports. In addition, they found that CSR,
World Journal of
Entrepreneurship, Management
and Sustainable Development
Vol. 13 No. 3, 2017
pp. 174-203
© Emerald PublishingLimited
2042-5961
DOI 10.1108/WJEMSD-08-2016-0041
The current issue and full text archive of this journal is available on Emerald Insight at:
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174
WJEMSD
13,3
most often understood as community engagement, is still a new concept in Bahrain whose
benefits were not clearly understood by executives.
The sample is a group of Bahraini women between the ages of 18 and 55 living in the
Kingdom of Bahrain. Bahraini women are represented in all major professions, women’s
societies and women’s organizations. Besides taking care of their family, Bahraini women
play a significant role in the fields of education, medicine, nursing practice and other
health-related jobs, financial services, clerical jobs, light manufacturing duties and
veterinary science among others. There are numerous examples of women in responsible
and powerful positions: Dr Fatima Al Balooshi, Social Development Minister (2005-2014),
Shaikha Mai bint Mohammed Al Khalifa, Minister of Culture (2008-present), Sameera Rajab,
Minister of State for Information Affairs and Official Government Spokeswoman
(2012-2014), Dr Bahiya Al Jishi, Shura Council Second Deputy Chairwoman (2004-2006),
Najwa Abdulrahim, Vice President, Bahrain Airport Company Information Technology
(2008-present); Mona Almoayyed (2001-2016), Managing Director, Y.K. Almoayyed & Sons;
Afnan Al Zayani (1999-2016), President, Al Zayani Commercial Services, Ahlam Janahi
(2012-2014), Founder-President, Bahrain Businesswomen’s Society, and Fatima Hassan
Jawad (1980-2016), Jawad Business Group Board Member.
Bahraini women express their beauty with great attention devoted to hair, nail and skin
care. Likewise, Bahraini men have careful personal grooming as a part of their traditions.
Cosmetics producing companies have faced criticism due to irresponsible business
practices such as testing on animals, chemical pollution and using unsafe ingredients
(Roermund, 2013; Chu and Lin, 2012). However, The Body Shop (thebodyshop.com), one of
the most famous socially responsible cosmetics companies in the world, supports animal
protection, human rights, fair trade and environmental protection.
The purpose of this research paper is to analyze the impact of CSR on Bahraini women’s
attitude and their behavior toward the purchase of cosmetics products. The questionnaire
used in the data collection procedure for this research paper is attached as Appendix.
2. Literature review
CSR is defined as “The continuing commitment by business to contribute to economic
development while improving the quality of life of the workforce and their families as well
as of the community and society at large”(The World Business Council for Sustainable
Development, 2016).
Researchers do not have a common definition or principle of CSR. The meaning of CSR is
and whether companies should be socially responsible or not are still being argued by
researchers (Crane, 2008). However, most of the definitions of CSR emphasize on the
fact that socially responsible companies’concerns go beyond short-term profitability.
A company’s commitment to socially responsible activities is important to consumers
(Gupta, 2002). Consumers develop a favorable attitude toward socially responsible
companies’products (D’Astous and Legendre, 2008).
Previous studies argued that consumer awareness of CSR impacts their behavior
(Mohr, Webb, and Harris, 2001; Wigley, 2008). Some studies revealed that socially
responsible companies are less likely to be boycotted by consumers.
Previous studies have proved the influence of CSR on consumer behavior and have
shown that CSR initiatives have a strong positive influence on consumer behavior
(Mohr et al., 2001; Gupta, 2002; Lin et al., 2011; Rahizah et al., 2011).
Moreover, few studies have found that there is a positive relationship between a
company’s CSR practice and consumers’attitudes toward that company and its products
(Mohr et al., 2001; Trudel and Cotte, 2011; Vahdati et al., 2015). Given the strong correlation
between consumer behavior and CSR practices, various studies have found conflicting
attitudes where CSR is not an important factor for consumers in making their purchase
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Impact of CSR
on consumer
behavior
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