Just for the Fame and Wealth? Exploring CSR and CSR communication in the Chinese Privateowned business sector

This research aims to explore the perception of CSR and CSR communication strategies in the Chinese private-owned company sector. The Chinese private-owned business sector has a highly complex structure, as differently from the Western business context, the Chinese market is highly free-oriented but significantly influenced by its government. Simultaneously, traditional Chinese culture also influences contemporary business ethics, forming a unique context for how CSR is perceived as well as communicated. In order to explore CSR in this very context, this research employed a qualitative approach through semi-structured interviews with experts who work in the field of CSR. The main results reveal a paradox in the perception of CSR in China, which lies in the relation between CSR and philanthropic donations. Furthermore, through examining institutional factors it is shown that companies encounter external pressure to conduct CSR. These external drivers come from the government, industry, and stakeholders such as customers. Meanwhile, companies are also internally driven to pursue CSR, especially the corporate leaders is a significant driver influencing companies CSR strategies as well as philanthropic donations. The results also show that corporate leaders will be triggered by two major emotions when it comes to CSR decision-making, that is, gratitude and guilt. More indepth explanation is provided with the respect of how these two emotions emerge. In terms of CSR communication, a one-way stakeholder information strategy is mostly witnessed among the private-owned companies. Two major approaches to conduct this strategy have been found: information prominence and identity prominence. In conclusion, this research adds to the existing CSR concept and framework by specifically focusing on the Chinese business context. Future possible research directions are also suggested based on the current findings.