Corporate Social Responsibility Performance-Evaluation Based on Analytic Hierarchy Process-Fuzzy Comprehensive Evaluation Model

摘要

The widely held opinion that firms should undertake corporate social responsibility (CSR) sometimes conflicts with profit maximization, which is a primary motivation for firms. CSR performance-evaluation may resolve this conflict. Taking real estate firm as an example, this study build a CSR performance-evaluation index system that includes economic performance, business ethics, environmental protection and social contribution based on stakeholder theory and symbiosis theory. This study combines the analytic hierarchy process (AHP) with the fuzzy comprehensive evaluation (FCE) method to propose an improved analytic hierarchy process-fuzzy comprehensive evaluation (AHP-FCE) algorithm. Improved by the personality-trait theory, the algorithm is used in the CSR performance-evaluation model. This research may provide a useful opinion based on which the public may choose predictive indexes for assessment of CSR, and conduct accurate supervision at all levels of CSR. The AHP-FCE model proposed in this research applies widely in the evaluation of CSR performance.