Young Cambodian Consumers’ Perceptions of Corporate Social Responsibility: Applications of Collectivism, Saving Face, and Buddhism

This study explored young Cambodian consumers’ awareness levels and perceptions of CSR, along with their cultural values. A survey of 294 young Cambodian consumers revealed that a majority of them were not aware of the concept of CSR; however, they showed a positive perception of CSR. An application of Visser’s (2008) CSR model for developing countries indicates that respondents placed the greatest importance on the philanthropic dimension, followed by the legal, ethical, and economic dimensions. The results suggest that collectivism is a dominant cultural value influencing perception of CSR in Cambodia. This study is meaningful in that it reveals young Cambodian consumers’ positive perceptions of CSR and provides direction for future studies and practices regarding Cambodian CSR.