Five Senses Approach of Sustainable Corporate Social Responsibility Strategy: Scale Development and Validation

Social Responsibility Strategy: Corporate Social Responsibility (CSR) is a crucial topic for researchers and businesses alike, primarily due to its significance in business sustainability. Despite an expanding body of literature on CSR, there remains a need for clarity regarding effective CSR strategies and practices that impact business success, the well-being of society, and the tools that enhance their effectiveness.

This study aims to introduce a novel measurement tool designed to improve CSR strategies and activities. This tool is encapsulated in a new framework known as the "CSR Five Senses Approach," which encompasses sight, hearing, taste, touch, and smell. This approach seeks to bridge the gap between actual corporate actions and societal expectations. Following the conceptualization of this framework, a new measurement scale was systematically developed.

This process involved qualitative data collection from customers and managers at various progressive stages. Field research data were gathered from 260 customers across Bahrain and Gulf Cooperation Council (GCC) countries. The findings resulted in a five-dimensional scale based on the CSR Five Senses Approach.

The psychometric properties of the scale were rigorously assessed, confirming its reliability, validity, and generalizability. Ultimately, the study results indicate a positive correlation between the CSR Five Senses scale and two related endogenous variables: Corporate Image and Behavioral Intention. Newswise/SP