Exploring the influence of national cultural context on CSR implementation

Abstract

Purpose

The purpose of this paper is to determine how national cultural context may be harnessed to support corporate social responsibility (CSR) implementation when sourcing fashion garments from developing country manufacturers.

Design/methodology/approach

A qualitative case study approach was adopted, using purposive sampling to select seven export garment manufacturers of varying size and business model in Sri Lanka. Primary data were collected through on‐site, face‐to‐face interviews with managerial level and operational level informants within each company and through non‐participant observation within factory environments.

Findings

It was found that harnessing the local cultural context can support and progress CSR implementation at the factory level: in Sri Lanka, the Buddhist philosophy provided the moral underpinning and hence facilitated supplier engagement with CSR implementation. The presence of governmental support reduces the likelihood of CSR transgressions by adding an extra level of accountability for suppliers. Furthermore, the level of socioeconomic development also affects CSR implementation, as managerial competency increases with higher education levels.

Practical implications

Analysing the success of CSR implementation in the Sri Lankan export garment manufacturing industry enables the identification of country‐specific factors which support CSR implementation. The managerial perspective taken within the research would be of use to fashion brands and retailers that are looking for ways of progressing CSR implementation in their global supply chains.

Originality/value

This paper presents industry‐specific data from a key global garment manufacturing country on a commercially sensitive subject. It identifies factors within the national cultural context that support CSR implementation in the fashion supply chain.

Citation

Perry, P. (2012), "Exploring the influence of national cultural context on CSR implementation", Journal of Fashion Marketing and Management, Vol. 16 No. 2, pp. 141-160. https://doi.org/10.1108/13612021211222806