CORPORATE SOCIAL RESPONSIBILITY OF REAL ESTATE BUSINESS IN THAILAND: CASE STUDY OF THE AWARDED COMPANY IN SET SUSTANABILITY AWARD

Abstract

This study aimed to 1) examined the business operation and the treatment of complaints of the stakeholders 2) compared the models of corporate social responsibility activities based on the 6 types of Phillip's Kotler and Nancy Lee theory and compared the corporate social responsibility in all 4 areas based on Carroll’s Pyramid of Corporate Social Responsibility theory and 3) developed the guideline for carrying out corporate social responsibility activities. There were 2 groups of samples: 1) representatives from real estate companies who were listed on the Stock Exchange of Thailand (SET), and received an award from the Stock Exchange of Thailand in 2018 – which consisted of 3 companies: Pruksa Holding Public Company Limited, SC Asset Corporation Public Company Limited, and Amata Corporation Public Company Limited and 2) customer groups who were residents of both detached houses and condominiums in Bangkok and Perimeter (5 projects for each company and 3 houses in each unit) and 5 entrepreneurs in Amata City Industrial Estate. The findings revealed that 1) the three companies responded positively to the complaints and they had several kinds of corporate social responsibility activities which, therefore, resulted in the importance of the stakeholder as well as well as conducting business with Economic, Legal, Ethical, and Philanthropic responsibilities, 2) among the three companies, the number of the social promotion activities from Pruksa Holding Public Company Limited was the highest one and most of the activities were education which could be considered an organization with a high level of responsibility in three aspects : Legal, Ethical, and Philanthropic responsibilities, 3) SC Asset Corporation Public Company Limited was an organization with a high level of responsibility in 3 areas: Legal, Ethical, Philanthropic responsibilities – the number of the variety of activities of SC Asset Corporation Public Company Limited was more than the other two companies and most of them were helping and supporting the development of society and quality of life and 4) Amata Corporation Public Company Limited was an organization with high responsibility in all 4 areas: Economic, Legal, Ethical, and Philanthropic responsibilities as well as the largest number of volunteering activities among the three companies – which most of the activities were focused on developing community and society. The suggestion for corporate research was increasing Environmental and energy activities to promote consumers behavior towards the environmental and energy use.