Can corporate social responsibility serve as a promotional tool for the Malaysian halal certified companies? A consumers’ view

• Main Authors: Jaiyeoba, Haruna Babatunde, Abdullah, Moha Asri, Shahoriyer, Hossain
• Format: Conference or Workshop Item
• Language: English
• Published: International Institute for Halal Research and Training (INHART), International Islamic University Malaysia (IIUM) 2021
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://irep.iium.edu.my/92107/2/92107%20Can%20corporate%20social%20responsibility%20serve%20as%20a%20promotional.pdf; http://irep.iium.edu.my/92107/
• Institution: Universiti Islam Antarabangsa Malaysia

The main purpose of this study is to ascertain whether CSR can serve as a promotional tool for halal certified companies in Malaysia. In truth, CSR has become extremely important for securing an enviable brand reputation and performance. For this reason, this study has adopted a quantitative research design, and a questionnaire was developed to source data from 294 halal consumers in Malaysia. The data received was analysed using descriptive statistics. We find that CSR can indeed serve as a promotional tool for halal certified companies in Malaysia. Our findings suggest that, in addition to being responsible companies, halal certified companies are also expected to be active in giving back to society and be conscious of environmental issues. To this end, it can be concluded that being involved in CSR will preciously help in promoting halal certified companies in Malaysia. Hence, future studies should consider using elegant analyses to enrich our knowledge of the claim that CSR can effectively promote halal certified companies in Malaysia, thereby increasing their customer base.