Investigating the Moderating Effect of Marketing Capability on the Relationship between Corporate Social Responsibility (CSR) Practice and Corporate Reputation in Small Medium Enterprises Food Operators

  • Mohd Aidil Riduan Awang Kader Faculty of Business and Management, Universiti Teknologi MARA Pahang, Jengka Campus
  • Suhana Mohezar Faculty of Business and Economics, University of Malaya
  • Nor Khairunnisa Mat Yunus Faculty of Business and Management, Universiti Teknologi MARA Pahang, Raub Campus
  • Roslina Ali Faculty of Business and Management, Universiti Teknologi MARA Pahang, Raub Campus
  • Mohamad Nazri Faculty of Business and Economics, University of Malaya
Keywords: Corporate Reputation, Corporate Social Responsibility, Food Supply Chain, Marketing Capabilities


This study expanded on the existing research on corporate social responsibility (CSR) in food supply chains by investigating the moderating effect of marketing capability on the relationship between CSR practice and corporate reputation in the context of Malaysian small medium enterprises (SMEs). Data were collected from 264 SMEs operating in the Malaysian food supply chain using a questionnaire and analysed using Partial Least Square (PLS). The objectives of this study are as follows: 1) to investigate the awareness of CSR and the trends among local food SMEs, 2) to analyse the factors that motivate SMEs to implement CSR, and 3) to examine the moderating effect of marketing capability on the relationship between CSR practice and corporate reputation. This study found that supply chain partners’ pressure and government support were the antecedent factors for CSR practice. In addition, this study also highlighted that CSR practice enhances the responding firms’ corporate reputation. However, this study did not find substantial evidence to support the moderating role of marketing capability. The implication of this study implies that food operators should respond to the rising importance of CSR practice due to their powerful influence on a company's reputation. They should enter a collaborative relationship with their supply chain partners to gain access to resources needed for CSR implementation.


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How to Cite
Mohd Aidil Riduan Awang Kader, Suhana Mohezar, Nor Khairunnisa Mat Yunus, Roslina Ali, & Mohamad Nazri. (2021). Investigating the Moderating Effect of Marketing Capability on the Relationship between Corporate Social Responsibility (CSR) Practice and Corporate Reputation in Small Medium Enterprises Food Operators . International Journal of Business and Society, 22(3), 1469-1486.