Media sustainability coverage and its impact on CSR adoption in the business sector in Dubai

Abstract

In light of the growing global interest in sustainability and its requirements as a result of the environmental, economic and social conditions that the world is witnessing, it is necessary to consider the roles assigned to all sectors of society, perhaps the most important of which is the business sector, and the extent to which it fulfils its social responsibility through its operations and activities. It is important to consider the lack of integration of this concept in many business sector organisations and their delay in doing so. This study aims to examine the relationship between media coverage of sustainability topics and issues in the UAE and the amount of corporate social responsibility (CSR) commitment in Dubai. In order to investigate the relationship between these two variables, a sample of 314 individuals from the Dubai community was selected through an online data collection platform. This study utilised a mixed-method approach that included interviews and a general questionnaire containing several questions. Descriptive analysis, regression analysis, and correlations were used to process the data. The results of this study were encouraging regarding the strength of the relationship between the UAE media’s coverage of sustainability topics and issues and the level of CSR commitment of companies and organisations operating in the Dubai community, opening the door for further studies that can investigate additional influencing factors. The findings and conclusions of this study represent an important factor that can be taken into consideration while searching for solutions to enhance the commitment of companies and organisations operating in Dubai’s community to their social responsibility by focusing on creating and sustaining systematic media programmes that cover sustainability issues and requirements.