Abstract
This research paper recognizes the association between corporate social responsibility (CSR) practices and firm reputation. The researcher collected the data from 239 fast moving consumer goods enterprises located in the industrial area of Kuala Lumpur, Malaysia. The CSR practices are measured by recycling of products, green purchasing, environmental awareness/protection programs, and direct support to the community. This research adopts a simultaneous regression technique to test hypotheses. The results show that CSR practices have a strong positive relationship with enterprise reputation. Meanwhile, direct support to community and environmental protection programs have a greater positive effect on firms’ reputation as compared to green purchasing and recycling of products. In addition, CSR practices arouse sympathy in consumers’ minds, which translates into repeat buying of products.
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