Salience of multiple actors involved in formal and informal governance systems encouraging corporate social responsibility in an emerging market

This paper evaluates the influence of multiple actors in both formal and informal governance systems on corporate social responsibility (CSR) practices. Drawing on institutional theory, a quantitative survey was developed and conducted of a sample of 140 firms in the electronics, food, textiles, toys and personal care sectors in Brazil. We examine how institutional pressures and firm-level agency influence the emergence of different patterns of CSR. We distinguish two clusters of companies: active companies identify business outcomes and actors that effectively exert an influence on their CSR practices, while passive companies consider institutional pressures to be of minor importance. Our contribution relates first, to institutional theory concerning the role of different actors in influencing the implementation of social and environmental practices; second, to the importance of collective coordination or its absence in shaping the specific characteristics of CSR; and third, to the agency of firms in responding to institutional pressures as being dependent on their perceptions of business outcomes. The theoretical insights drawn from this study should be applicable to similar countries, that is, to emerging but politically and economically unstable markets with marked social and economic inequalities.