Perceptions regarding corporate citizenship behaviour in a developing country

• Published in: Journal of Contemporary Management 2015-01, Vol.12 (1), p.447-472
• Main Authors: Muzvidziwa, I., Smith, E.E., Mazibuko, N.E.
• Format: Article
• Language: eng ; por
• Subjects: Citizenship; Corporate citizenship behaviour; Social Issues; Social responsibility
• ISSN: 1815-7440

This article sets out to examine perceptions regarding corporate citizenship behaviour within a province in Zimbabwe. A quantitative research approach was followed. A non-probability sampling technique by means of a convenience and judgemental sample of 500 respondents was drawn from the designated population. A survey was conducted by means of a self-administered structured questionnaire. A total of 419 usable questionnaires were received from respondents. Various statistical analysis techniques were used such as descriptive statistics and frequency distributions, exploratory factor analysis, Cronbach's alpha reliability testing and correlation analysis and regression analysis. Seven null-hypotheses were initially developed to test the relationship between the independent, mediating and dependent variables. The findings indicated that three independent variables were related to strategic planning issues regarding corporate citizenship (CC) behaviour, namely organisational social responsibility, personal characteristics and market orientation, while only two dependent variables were related to operational planning issues regarding CC behaviour, namely organisational social responsibility and personal characteristics. Perceptions regarding CC behaviour impacts organisational performance and organisational sustainability of organisations in Zimbabwe. This study could assist organisations to strengthen and acknowledge its role in developing society through good CC behaviour and to pressurise the government to play a significant role in developing CC programmes and to inform policy formulation.