Corporate social responsibility in China's airline industry: A longitudinal content analysis of related reports

Abstract

As China has become the world's largest consumer market and leading exporter, researchers and practitioners urgently need to understand how corporate social responsibility (CSR) is socially constructed in the Chinese context, especially for international industries such as the airline sector. Building upon the triple bottom line model, this study offers a contextualized and dynamic understanding of Chinese airline CSR. Content analysis was performed to analyze 74 aggregate CSR reports (2007–2020) issued by different types of Chinese airlines. The findings reveal that in addition to the economic, social, and environmental responsibilities that are commonly seen in the West, Chinese airlines assume unique political responsibilities. This political dimension of CSR in China has become increasingly obvious in recent years. Driven by factors such as international pressure, industry competition, and more importantly, national policies, the focus of Chinese airline companies' CSR reporting has been changing over time. However, it has maintained a high level of content completeness over the years, and the social dimension of CSR has always been the aspect of greatest concern. This study contributes to the airline CSR literature by considering the particularity of airline companies and Chinese contextual factors and augmenting political CSR as a critical component of CSR in the Chinese context. Managerial implications are provided for international enterprises to cater more appropriately to the Chinese market and achieve cooperation with Chinese enterprises by implementing CSR strategies.