Perception of Employees of industries in Malaysia on Corporate Sustainability in Affecting Customer Confidence and Loyalty: A Case Study

This paper aims to study the perception of the employees of industries in Malaysia on their companies in applying corporate sustainability as a concept in creating an ethical brand that strengthen consumer confidence and loyalty. A set of eleven questions is developed in a survey based on two themes i.e 'corporate sustainability as a concept in creating an ethical brand that strengthen consumer confidence and loyalty' and 'reasons for businesses to incorporate sustainability concepts in their operations' to study the employees' perception on the company's sustainable business practices in their companies. The targeted respondents are randomly selected employees from 20 manufacturing companies and training services in Malaysia. The data obtained is analyzed and commented using spreadsheet analysis on the frequency and relative importance value. The results show good perception on their company's sustainable business practices in becoming an ethical brand with the shared values' of Malaysia being a country which supports Sustainable Development Goal initiatives (SDGs). The study also shows employees' perception on reasons for businesses to incorporate sustainability concepts in their operations are in line with the concepts in Sustainable Development (SD) of which economic aspects as the strongest perceived reason. The findings indeed support future research in transforming Malaysia's own domestic economy to a more sustainable direction.