Public perception of corporate social responsibility of AngloGold Ashanti in Obuasi Municipality, Ghana

Abstract

Purpose This paper aims to ascertain how knowledge of corporate social responsibility (CSR) by community members influenced their perception of Anglo Gold Ashanti (AGA) and its reputation. Design/methodology/approach The study used a qualitative approach using the phenomenology design. The population of the study was the residents of the Obuasi Municipality and a sample size of 20 was used. Purposive sampling was used to select both the sample frame and the respondents for the interview. An interview guide was used to carry out the in-depth interviews. Thematic analysis was used to analyse the interview notes. Findings The study found out that the CSR carried out by AGA was mainly for philanthropic or ethical purposes. The CSR of AGA was perceived to be very important for the Obuasi Municipality, except that it has not been done to the satisfaction of the community members. There was a gap between the perception of the community members about AGA’s CSR and the observed CSR activities of AGA. Research limitations/implications The findings are based on people’s experiences and may differ in another geographic area even within the same country. People’s experiences may be different from reality. Practical implications Detailed background study is required to understand the expectations of communities where mining firms operate. Social implications It is important for companies to appreciate the fact that communities in Africa have high expectations from entities doing business because there are real needs in communities. Originality/value Poor CSR practices will jeopardise the relationship between the firm and the community.