Should we be responsible to their society? Corporate social responsibility of Chinese-owned restaurants in Malaysia

Abstract

Along with the Belt and Road Initiative, many Chinese investments are going abroad. This research explores corporate social responsibility (CSR) of small and medium-sized Chinese-owned restaurants in Malaysia by investigating the Chinese owners’ understandings and practices of CSR, and the underlying determinants. Based on 23 in-depth interviews with the owners, the research finds that they see their CSR stakeholders include not only customers, employees, local community, competitors, and environment, but their home country–China. Their CSR practices are motivated by profit-oriented and faith-based drivers, while restricted by both personal and external reasons. The study suggests that the interplay of contemporary Chinese pragmatism, Confucianism, and religious teachings, framed by the Malaysian context, underpins the owners’ CSR discourse. Notably, Chinese pragmatism, rather than traditional Chinese culture as represented by Confucianism, is the most prominent determinant. This study contributes to the understanding of CSR in Chinese SMEs overseas from an emic perspective.