Social movements as a strategy to improve the application and outcomes of CSR: A case study of the Ao Udom Community, Thailand

Abstract

Corporate social responsibility (CSR) can have a profound impact on both businesses and communities as an important stakeholder. However, several voluntary CSR practices and interventions have been unable to effectively meet community needs. To shed more light on the topic, this study aimed to examine how social movements could be used as a strategy to improve CSR application and outcomes based on the qualitative case study of the Ao Udom community social movement. The data were collected from literature reviews and field research using in-depth interviews, participatory observations, and focus groups. It was found that the Ao Udom community could convey important messages to the business sector, leading to many improved CSR application and outcomes that respond to the community’s demands. The model of the Ao Udom community’s social movement consisted of its structure, internal component, and tactics; in addition, the readiness and willingness of the company participating in the movement were also considered crucial. The outcomes of this model largely depend on the area’s specific context and conditions as a requirement, which can limit its application to achieve the same results. Nevertheless, this knowledge serves as an interesting lesson learned that contributes to the limited literature on company-community conflicts and CSR practices in Thailand.