How do leading companies in Greater China communicate CSR through corporate websites? A comparative study of mainland China, Hong Kong and Taiwan

Abstract

This study examines how the leading companies in Greater China (i.e., Mainland China, Hong Kong, and Taiwan) communicate their CSR practices on their corporate websites. Based on a content analysis of CSR disclosures of 204 leading companies in Mainland China (130), Hong Kong (33), and Taiwan (41), the study analyzes and compares how corporations in the three markets report their CSR activities regarding six criteria: the presence of information, prominence of information, the extent of information, the title of CSR section (if any), types and the number of CSR issues, and the level of institutionalization of CSR practices. Data are collected from the 2018 Forbes Global 2000 List to ensure the equivalency in company size and revenue. The results indicate that CSR practice and communication have gained considerable attention in the Greater China area; however, significant discrepancies exist among three regions in terms of the title of the CSR section, perceived importance of CSR issues, and the adoption of CSR modes. Mainland Chinese companies put much effort into poverty and disaster relief as well as philanthropic activities. In contrast, Hong Kong companies attach great importance to the community’s sustainable development and implement CSR activities through more institutionalized ways such as volunteering, sponsorship, and partnerships. Taiwan companies embrace the humanist spirit as their CSR programs involve more in arts and culture and employee engagement. As the first comparative investigation of CSR disclosure in Greater China, this study enriches the CSR reporting literature by explaining the differences between these three convergent-and-divergent societies through institutional and stakeholder management perspectives.