The document discusses corporate social responsibility and sustainable development from the Indian perspective. It finds that Indian companies are now legally required to spend 2% of profits on CSR activities. It also finds that management students in India have the highest orientation toward legal CSR responsibilities but the lowest toward discretionary responsibilities. Marketing students showed higher economic and discretionary orientation while finance students showed higher legal and ethical orientation. The study emphasizes the need to increase awareness of CSR concepts among Indian youth.

1. Corporate Social Responsibility & Sustainable
Development: The Indian perspective
Dr. Mandeep Bhullar
Bhutta College of Education
Vikram Sharma
Bhutta College of Engg. & Technology
Ludhiana , Punjab (India)

2. • Governments all over the globe are making
efforts for achieving the goal of Sustainable
Development
• India has pushed its goal of achieving
sustainable development and is the first
nation to make CSR legally mandatory.

3. • India made a leap in this direction by making
CSR spend mandatory as per section 135 of
the Companies Act 2013
• Companies (for a specified turnover /net
worth / profit) to spend 2 % of their average
net profits of last 3 financial years on CSR
activities and report reasons in case of non
compliance.

4. • The social mandate has attached more
importance to the implementation of CSR and the
future of CSR depends on the attitudes of
Management students who are future managers.
• It is imperative to create awareness among
people particularly the youth and the corporate
sector to support the cause of sustainable
development

5. • In this scenario the concept of Corporate
Social Responsibility (CSR) has gained more
prominence
• CSR refers to strategies employed by
organizations or firms to conduct their
business in an ethical, society friendly way
that is beneficial to community and brings in
sustainable development.

6. CORPORATE SOCIAL RESPONSIBILITY
• CSR is used interchangeably with terms like
Business Ethics, Responsible Business Corporate
Citizenship, Sustainability Corporate
Accountability, Corporate Responsibility, and
Corporate Social Opportunity etc.
• The term CSR is in debate since the 1950’s and
the definition of CSR has evolved in meaning and
practice from Classical view of philanthropy to
business – society relationships and also
contribution of business to deal with societal
issues.

7. • Friedman’s ‘Minimalist’ view of corporate
responsibility – Shareholder Theory
• Caroll’s Pyramid of Corporate Social
Responsibility - 4 stages
– Economic Performance
– Legal Responsibilities
– Ethical Responsibility
– Philanthropic Responsibility

8. • Freeman’s Stakeholder Theory.
• Elkington’s Triple Bottom line model.
– People, Planet, Profit
• World Business Council for Sustainable
Development (WBCSD) states that Corporate
social responsibility is the commitment of
business to contribute to sustainable economic
development, supporting employees, their
families, the local community and society.

9. CORPORATE SOCIAL RESPONSIBILITY ORIENTATION
• Managers choose specific initiatives at their
discretion, so their personal philosophy in
decision-making regarding CSR is important.
• Carroll’s CSR framework posits four basic types of
Corporate Social Responsibilities – Economic,
Legal, Ethical and Discretionary that are the
operational domains of managers and are
discretionary to them.
• The basic orientation of individuals towards these
responsibilities is referred to as the CSR
Orientation (CSRO).

10. • The CSR orientation (CSRO) of an individual is
highly significant as the voluntary decision
makers within organizations decide the kind
and level of involvement in CSR activities
• These decisions are further influenced by
individual attitudes of the managers.

11. • The social mandate makes it imperative to
create awareness about CSR in India for
successful implementation which is possible
only if the dealing individuals are positively
inclined and have the required Orientation
towards CSR
• Management students are future managers
and it is important to study their Orientation
towards CSR for its successful implementation

12. • Present study was carried out to highlight the fact
that the concept of CSR needs more attention in
India in terms of clarifying what all is included in
it and how it can be realistically practiced.
• The study focuses on the fact that today's
management students are tomorrow's corporate
decision makers and will be responsible for
ethical business practices and values for
sustainable development

13. EMERGENCE OF THE RESEARCH PROBLEM
• Numerous researches have validated Carroll’s
model of CSR to assess CSRO using different
sample populations and in different settings-
• Managers, CEO’s, employees (Ibrahim and
Angelidis, 1994 [17]; Pinkston and Carroll, 1996
[18]; Halpern, 2008 [19])
• Business and accounting students (Burton and
Hegarty, 1999 [20]; as well as managers enrolled
in MBA program (Ibrahim and Parsa, 2005[21]).

14. • Comparisons have been drawn between CSRO of
students and employees (Ibrahim and Angelidis,
1993[22]);
• CSRO of individuals has also been studied with
respect to culture and nationality and while some
researches found differences (Wong et al.
2010[23];, Bode, 2012 [24]), other researches
depicted no differences with respect to culture
and nationality (Pinkston and Caroll, 1994[25]).

15. • Researches also studied CSRO with respect to
values (Burton and Hegarty, 1999) and level of
religiosity.
• The effect of seniority, function and role of
individual’s CSRO was also studied (Marz et
al., 2003 [26]).

16. • Researches have studied the impact of various
factors on CSRO.
• Impact of gender on an individual’s CSRO has
been studied and some researches have found
gender to be significantly influencing individual’s
CSRO (Ibrahim and Angelidis, 1994; McDonald
and Scott, 1997) while some researches have
depicted contrasting results and concluded that
gender does not significantly influence CSRO
(Kan, 2013)

17. • The impact of business and non- business major
has also been studied by few researchers and
depicted contrasting results, but the quantum of
research on differences based on academic
majors is relatively less.
• Some researchers found differences in CSRO with
respect to academic major ( McDonald and
Scott,1997 ) but some researches depicted no
significant differences (Arlow, 1991)

18. • The literature on CSR Orientation of management
students is found to be limited in the Indian
context and the idea is still in the emergence
phase
• This suggests scope for research on orientation
towards corporate social responsibility
• The Orientation of Management students as the
potential future Business leaders towards CSR
was thus chosen as the problem for the present
study

19. OBJECTIVES OF THE STUDY
• To study and measure Orientation of
Management students towards Corporate
Social Responsibility
• To find out differences if any in Orientation of
Management students of Marketing stream
and Finance stream towards Corporate Social
Responsibility.

20. METHODOLOGY AND PROCEDURE
• The study was conducted on 600 MBA 2nd year
students of selected Universities in the state
of Punjab, India, in two groups of 300 students
each of Marketing stream & Finance stream.
• The type of research chosen for the present
study is Descriptive research and Survey
method was used to collect data from the
chosen sample.

21. • Corporate Social Responsibility Orientation
Scale by Aupperle (1984) was used to measure
CSR Orientation of Management students
towards Ethical, Legal, Economic and
Discretionary components.
• The scale was administered on the selected
sample of 600 MBA students of selected
Universities of Punjab, India

22. • Descriptive statistics such as Mean, Median,
Standard Deviation, Skewness and Kurtosis to
study the general nature of scores pertaining
to CSR Orientation of students.
• t-test was employed to find out differences in
Orientation of management students of
Marketing stream & Finance stream towards
CSR.

23. STATISTICAL ANALYSIS
Table 1.1: Frequency Distribution of Test Scores for Total S00ample for Economic,
Ethical, Legal and Discretionary Co0mponents of Orientation of Management
students tow0ards CSR
Component N Mean Median SD Skewness Kurtosis
Economic
Orientation 600 52.485 53 9.445 -0.207 -0.549
Legal
Orientation 600 52.518 52 7.5158 0.201 0.6
Ethical
Orientation 600 50.065 50 8.5009 -0.082 0.256
Discretionary
Orientation 600 44.918 46 8.5133 -0.933 2.13
The Legal Orientation of total sample of Management Students towards CSR is the
highest followed by Economic Orientation, Ethical Orientation and Discretionary
Orientation the lowest

24. STATISTICAL ANALYSIS
Table 1.2: Mean Difference between Scores of Marketing Stream and Finance
Stream for the Economic, Ethical, Legal and Discretionary Components of
Orientation of Management students towards CSR
Stream N Mean
Mean
Diff. t Value Sig.
Component
Economic
Orientation
Marketing 300 57.83
10.69 16.806 .000**Finance 300 47.14
Legal
Orientation
Marketing 300 47.647
-9.7433 -20.846 .000**Finance 300 57.39
Ethical
Orientation
Marketing 300 47.507
-5.1167 -7.724 .000**Finance 300 52.623
Discretionary
Marketing 300 47.017
4.1967 6.225 .000**Orientation Finance 300 42.82
The results indicated significant differences in orientation of management students of
Marketing Stream and Finance Stream for Economic Orientation, Legal Orientation,
Ethical Orientation and Discretionary Orientation.

25. RESULTS & CONCLUSIONS
• The observations and findings thus draw us to the
fact that the concept is remotely being thought
about in colleges and universities in India.
• The findings of the present study revealed that
total sample of Management students depicted
highest orientation towards the legal component
of Orientation followed by Economic component
of orientation towards CSR that may be
attributed to the mindsets that Social
Responsibility needs to be done for legal
compliance.

26. • The low Orientation of total sample of
Management Students towards Ethical and
Discretionary components of Orientation
towards CSR depict that youth attaches lesser
value to ethical reasons for carrying out
socially responsible practices and least
importance to Social Responsibility on
voluntary basis.

27. • Management students of Marketing stream and
Finance stream differed significantly for all four
Economic, Legal Ethical and Discretionary
components of Orientation towards CSR in the
study
• Marketing stream of Management students
showed higher Orientation for Economic and
Discretionary components of Orientation towards
CSR whereas Finance stream of management
students showed higher Orientation for the Legal
and Ethical component.

28. • The reasons for high economic orientation of
marketing stream of management students
may be attributed to the training given to
them to enhance profit making by all ways
and means
• High orientation of management students of
Marketing stream towards Discretionary
component reflects shift in attitudes of youth

29. • Higher orientation of management students of
Finance stream towards Legal an Ethical
orientation may be attributed to the fact that
management students of finance streams are
trained in legal and ethical aspects.

30. • The study emphasizes the need of creating
awareness regarding the concept of CSR in the
Indian youth specifically Management students
by including it in the curriculum.
• Further studies conclude that business programs
give more importance to ethics than other
programs (Beltramini, Peterson & Kozmetsky,
1984) which prepare the management students
for a more active ethical life .

31. • Importance of Ethics and Voluntary Social
Responsibility Practices need to be highlighted
through various techniques and inclusions in
Education so that concept of CSR is imbibed
by the youth and pro CSR mind sets and
positive Orientation towards the concept is
developed for sustainable development.