Stakeholders’ Perception of University Social Responsibility Initiatives: A Qualitative Approach

Abstract

University social responsibility (USR) has emerged as a prominent research area to align with the Sustainable Development Goals (SDGs). Today, universities need to be ethical in their operations to retain as well as attract potential stakeholders. However, the study of USR remains understudied as it is a newly emerging concept which differentiated from Corporate Social Responsibility (CSR). This research aims to explore the understanding of university stakeholders’ perception of USR and its initiatives. This study utilized a qualitative and interpretive design and obtains data from 8 participants through purposive sampling. A semi-structured interview was conducted to explore the perceptions of students and lecturers at a private university. Two themes have emerged which are understanding (student & lecturer perspective) and initiatives (society, environment, and personal development). The results showed that the participants have some awareness toward the USR initiatives made by the university through education, social, and philanthropy, however, it is found that the term USR is not well-known by the students as they were more acquainted with the term CSR. In addition, the efforts of implementing personal growth to students provide positive results. Students at the university further state that USR has improved their mindsets to be more socially responsible in their daily lives. Conclusion, implications, and suggestions for future study were also discussed.