Advanced International Journal of Multidisciplinary Research

E-ISSN: 2584-0487 •   Impact Factor: 9.11

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A Comparative Study of Awareness Towards Corporate Social Responsibility Initiatives Among Rural and Urban Beneficiaries in Udaipur District

Author(s) Reetu Parmar
Country India
Abstract Corporate Social Responsibility has become an important mechanism through which organisations contribute to community welfare, yet the effectiveness of such initiatives depends partly on whether beneficiaries are aware of their purpose, source and accessibility. The present study examined awareness towards Corporate Social Responsibility initiatives among rural and urban beneficiaries in Udaipur District. The objective was to compare the level of CSR awareness between the two beneficiary groups. A quantitative comparative research design was adopted, and primary data were collected from 225 respondents, comprising 107 rural and 118 urban beneficiaries. Awareness was measured through eight Likert scale statements, and the reliability of the scale was confirmed through Cronbach’s alpha of 0.823. Descriptive statistics and an independent samples t test were used for analysis. The findings showed that urban beneficiaries reported a higher mean awareness score than rural beneficiaries. The t test confirmed a statistically significant difference between the two groups, t(223) = -4.84, p < .001, with a moderate effect size. The null hypothesis was therefore rejected. The study indicates that CSR awareness differs according to area of residence and highlights the need for stronger rural communication and beneficiary engagement strategies.
Keywords CSR communication; community welfare; beneficiary awareness; rural outreach; urban participation
Discipline Other
Published In Volume 2, Issue 4, July-August 2024
Published On 2024-07-11
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