ATTITUDES TOWARDS CORPORATE SOCIAL RESPONSIBILITY AMONG FUTURE BUSINESS LEADERS IN BANGALORE, INDIA

Abstract: The main purpose of this thesis is to investigate the attitudes towards Corporate Social Responsibility (CSR) among India's future business leaders. Furthermore, the implications of the results are discussed from a Multinational Corporation's (MNC's) perspective. A survey based upon the Theory of Reasoned Action and the Triple Bottom Line was distributed to top business students in Bangalore, India. The results show that the sample group has a positive attitude towards CSR. Furthermore, the results suggest that top students evaluate the attractiveness of a future employer partly through its CSR work. The positive attitudes may benefit society. Attitudes among future business leaders are important since they are highly involved in shaping future norms and values in society. Therefore, a positive attitude to CSR among tomorrow’s leaders can be a driving force behind sustainable development in India. Furthermore, since the students were found to partly evaluate a future employer based on their CSR engagement, MNCs are under pressure to deepen its CSR-work in order to recruit and retain talented young professionals. Also, our results suggest that a MNC should incorporate employer branding in their CSR-strategy or link CSR-strategy and employer branding efforts in order to reap larger benefits from CSR.