The Mediating Role of Satisfaction in the Relationship Between Perceptions of CSR Microprojects and Rural Communities’ Attitudes Toward Foreign Companies
Abstract:
This article examines the effect of the perception of microprojects on the attitude of beneficiaries towards foreign companies, integrating the mediating role of the satisfaction of microproject beneficiaries. In the context marked by a lack of access to drinking water in rural areas of Cameroon, corporate social responsibility (CSR) initiatives aimed at constructing microprojects represent an important response. However, the effectiveness of these initiatives depends on the perception of the beneficiaries. When the company's actions are perceived as useful and sincere, they can positively influence the beneficiaries' attitudes towards the donor. Beneficiaries’ satisfaction may, in turn, mediate the relationship between their perceptions of the microprojects and their attitudes toward the donor company. This study employs two methodological approaches: interdependence analysis and Partial Least Squares Structural Equation Modelling (PLS-SEM), based on primary data from a sample of 417 individuals surveyed in the municipalities of Batchenga and Ntui in April 2024. The main results show that the perception of microprojects positively influences the attitude of the local population towards foreign companies; furthermore, the perception of microprojects positively influences satisfaction, which in turn shapes the attitude of the local population. Finally, the indirect-effect results indicate complementary partial mediation in the baseline model, although the evidence for mediation becomes marginal after the inclusion of the control variables. Thus, to be accepted and meet the needs of the locals, foreign companies engaged in CSR actions must involve beneficiaries in the selection and construction of microprojects to address their needs.References:
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