Table of contents
Acknowledgements
Statement of Authorship
Abstract
1.0 Introduction 1 2.1 General Introduction 1-2 2.2 Background to the problems 2-3 2.3 The Objectives of the study 3-4

2.0 Literature Review 5 3.4 Definition of CSR 5 3.5 The Evolution of CSR 5-7 3.6 Carroll’s 4 Components Pyramid CSR 7 3.7.1 Philanthropic Responsibility 7-8 3.7.2 Economic Responsibility 8 3.7.3 Legal Responsibility 8-9 3.7.4 Ethical Responsibility 9 3.7 CSR in Malaysia 9-11 3.8 Business Benefits in CSR 11 3.9.5 It protects the company’s brand reputation and image. 11-12 3.9.6 It differentiates the firms from the competitors. 12 3.9.7 It reduces government scrutiny and regulations. 12-13

3.0 Research Methodology 13 4.9 Research Approach 13 4.10 In-Depth Interview 13-14 4.11 Research Design 14-15

4.0 Results 15 5.12 Demographic/ Sample Characteristics 15 5.13 How Do Consumers Define CSR? 16-17 5.14 Is CSR an Important Purchasing Decision Factor? 18 5.15 How influential are CSR activities in order to create brand awareness? 29

5.0 Discussions 20-21

6.0 Conclusions and Implications 22
Limitations and Suggestions
Appendix
Referencing

Statement of Authorship

I hereby affirms that the work presented in this research thesis has been performed solely by myself and the acknowledgement