Communicating Corporate Social Responsibility through Green Packaging: A Case Study in Thailand

Abstract

This article is to study corporate social responsibility through packaging and communicated CSR to evaluate consumer buying decisions using the packaging from coconut fibrin. Packaging was obtained from local materials in the community of Samut Sakorn Province, Thailand. Using local waste material (coconut fibrin) for green packaging, it is beneficial to the environmental issue, and can create jobs in the community by making paper and packaging from coconut fibrin. Coconut pulp paper has performed under alkaline conditions coupling a mixture of natural additives consisting of carboxymethyl cellulose and corn starch. The obtained pulp paper was tested according to The National Standard of Kraft paper. It was characteristic of the liner board. The individual packaging was fabricated and used as an instrument for the consumer perception study (258 informants). We found the consumer view of business doing CSR is an ethical organization (4.44) that deems to present responsibility to society and the environment. The decisions were agreed upon, and consumers were delighted to buy the packaging.The CSR activity through the packaging could induce community development in job creation and reduces waste in the community by adding value to green packaging. The CSR activity of business influences the positive perception of consumers.