Employees’ Perception towards the Business Advantages of Corporate Social Responsibility (CSR) Initiatives of Ethiopian Brewery Industry

Abstract

CSR, being focused more on customers and other related communities has generated a gap in finding and perceiving the business advantages by its own employees. The main objective of the study is to examine the perceived business advantages that the businesses have on account of implementing CSR programs from employees’ perspectives. The descriptive cross sectional design with a survey method was used to serve the purpose of this study. The research was carried out with the sample consisting of five major brewery firms by drawing a sample of 429 respondents through convenience sampling. This study has concluded that adopting CSR behavior in brewery firms will offer the advantages to the industry with a significant development and betterment in market share, brand image, greater turnover/profit, sales, community relations, public image/reputation, new customers, customer loyalty, competitive advantage, quality employees, employees’ loyalty and retention, employees’ morale and motivation, access to capital, and minimized regulatory problems/restrictive regulations, This study suggests that brewery firms in Ethiopia should think strategically to exploit the opportunities of socially responsible practices.