Sustainable development is a big challenge for developing countries, due to lack of effective communication about sustainability to the rural population. This paper aims at building a theoretically and statistically sound model to communicate sustainability more effectively in rural areas in order to achieve sustainable development. To this end, the constructs and items of the hypothesised model are identified, based on a focus group discussion and backed by the literature reviewed. Both partial least squares and covariance-based structural equation modelling approaches were used to test the hypotheses and validate the model against multiple indices after analysing survey data collected from 300 community radio listeners in Bangladesh. It was found that the unique media characteristics of community radio positively increased the acceptability of sustainability communications, which in turn affects the behavioural determinants (popular theory: attitudes, self-efficacy belief and social norms) and changed the intention to adopt sustainable behaviour. Example cases from around the world also support the statistically sound model. The paper also provides implications and directions for future research.

According to both scholars and society, Corporate Social Responsibility (CSR) plays a controversial role in terms of corporate management towards sustainability. The business has presently become an integrated with the society and takes in a complex form of global demand for sustainability management. Due to the globalization of business, it is difficult to form a common sustainability model for CSR while its approach could be an opportunity for achieving sustainability. Evidently, a strong connection is found between the CSR approach and achieving urban sustainability since a smart urbanization requires a well-planned industrialization process that could be accelerated by the proper application of CSR. However, the CSR concept has already been initiated and developed in Western developed countries. Nowadays, it is being widely practiced by the developing countries as well. The developing country Bangladesh takes CSR issues seriously. Therefore, the study seeks the sustainability prospects of CSR by considering sustainability challenges in the rapid development of the “Ready-made Garments (RMG)” industry and corporate sector in Bangladesh. Finally, this paper explores some strategic paths to initiate sustainable development by framing the conditions and challenges of CSR.

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Based on personal observation, qualitative and quantitative research method, objectives of this study have been set to explore the contributions of the non-governmental organization (NGOs) in Bangladesh with the Bangladesh Rural Advancement Committee (BRAC) as the case. Two villages of the Chandpur district of Bangladesh were selected. Results indicate that the NGOs are capable of contributing in preventing unemployment in rural areas with diversified programmes. However, the involvement and interaction of NGO employees with the rural population needs to be friendly.

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