Purpose The purpose of this study was to examine the influence of adopted corporate social responsibility (CSR) constructs, which include economic, legal, ethical and philanthropic responsibilities, on the intended buying behaviour of Malaysian consumers. The study also aims to investigate the perceived value of whether the consumers considered an organisation’s CSR initiatives before deciding any purchase of products or services. Design/methodology/approach An online Google form survey successfully obtained 295 usable responses through a snowballing and networking approach. Statistical analyses such as Pearson correlation, ANOVA and standard multiple regression were used to examine the correlation and the strength of relationship, as well as the prediction between the CSR attributes and their impact on consumer buying behaviour. Findings The results represented a significant positive association between all the four constructs (social, ethical, legal and philanthropic) and consumer intended buying behaviour. These constructs also significantly contributed to the prediction of consumer behaviour towards the CSR initiatives. Conversely, the demographic profile of consumers had no effect on the relationship between CSR and consumer buying behaviour. Research limitations/implications Examining basic concepts of CSR awareness and understanding might add to the flavour and rigour of this study, which future research should consider. The positivist approach of the current research could be supplemented with a more interactive qualitative in-depth study investigating why and how consumers behave. Practical implications The implication for Malaysian companies is that it is imperative for their long-term survival that a strategic view, rather than just a tactical, reactive or operational view, is taken of their CSR activities. Furthermore, it will help organisations to confidently predict positive intentions towards the sales of goods and services. Originality/value The outcome of this study has filled the CSR lacuna in the context of a developing country, as well as adding new insights into the influence and perceived value of CSR on intended consumer buying behaviour. Consumers, irrespective of their age and background, are getting wiser and cautious in purchasing products from companies which are CSR-oriented, in particular, in relation to social, legal, ethical and philanthropic perspectives.

nical ability for plant transformation increases daily, the practicality of using transgenic plants in complex The halobacteria are the only organisms that are tolerbreeding programmes seems rarely to be given enough ant of salinity at the molecular level. All other bacteria, thought. If intervention at the molecular level is to lead all fungi, all plants, and all animals avoid the need for to salt-tolerant crop plants then it will be essential to salt tolerance for most of their macromolecules by view this in the contexts of whole plants and of plant maintaining defined and conserved conditions in the breeding. Recent indications that a relatively small cytoplasm. These conditions favour potassium over number of quantitative trait loci (QTL) may govern comsodium, the limitation of total inorganic ion activity, plex physiological characters offer the most hope for and the supplementation of this where necessary with the future. organic solutes which are metabolically neutral osmolytes that may also be osmoprotectant. The salt toler-Key words: Salt tolerance, molecular biology, breeding ance of an organism depends upon the range of programmes, QTL, whole-plant physiology. external salinity over which it is able to sustain these conditions in the cytoplasm. There is substantial and increasing knowledge of the molecular biology and

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