Corporate Social Responsibility Communication in Sustainable Agriculture Through the Lens of its Stakeholders

Abstract

Corporate Social Responsibility (CSR) has become a vital strategy for businesses seeking to enhance their brand image while contributing to society. India stands out as the first country to mandate CSR activities under Section 135 of the Companies Act 2013, requiring high-profit corporations to allocate at least 2% of their earnings to CSR initiatives. Companies often collaborate with government agencies or NGOs, directing funds toward social and environmental projects. This study explores stakeholder perspectives in the agricultural sector, particularly organic farmers, corporate sponsors, and media entities, to understand CSR’s role in sustainable agriculture. Using a qualitative approach grounded in Stakeholder and Agenda-Setting theories, the research highlights how CSR communication through media can bridge the gap between corporations and stakeholders. Findings reveal that many farmers remain unaware of CSR support in sustainable agriculture, emphasizing the need for enhanced corporate media strategies. The study concludes that effective CSR communication fosters continuous engagement, ultimately helping corporations create a sustainable agricultural ecosystem. It provides valuable insights for businesses to better address farmers’ needs through strategic CSR initiatives.