6,500 books collected at Petronas Book Campaign

September 7, 2013
Petronas launched the CSR activity, book donation campaign in mid-August and
collaborated with three Astro radio stations, which are ERA.fm, MY.fm, and hitz.fm. All
the books that were collected over a period of four weeks during the campaign were
stacked into twin towers modeled which have three-meter high. Then, it was unveiled at
the Suria Sabah Shooping Mall, Kota Kinabalu on 7 September 2013. The objective of
this activity is to encourage society share their books in helping schools in rural areas to
expand their library books collections. At the same time, Petronas also aimed to instill
reading habit among the public nowadays.
Sabah State Library, Suria Library, Penampang Library, University Malaysia Sabah
Library and Sabah Tshung Tsin Secondary School, which located around Kota Kinabalu
are providing the place to public to donate their books.
The book donation campaign was receiving the strong support from the society. This is
because total amount of books that successful collected was exceeding the initial target
(5,000 books). Besides, the campaign collected over 4,000 books within 1 week after it
was launching (The Borneo Insider, 2013).

The stakeholders that may be affected by in this CSR program are PETRONAS
employees, customers and community.

By doing CSR program, it will influence a wide range of organizational attitudes and
behavior beyond organizational commitment, especially toward the Petronas employees.
Normally, employees are more willing and choosing to work in the company that is
socially responsible. Besides, the positive signal and image to their employees about the
importance of CSR program towards the society (Gond, JP, El-Akremi, Assaad, Igalens,
J, Swaen, V, 2010). Therefore, it will enhance Petronas employees adoption of socially
responsible behavior. In the book donation campaign, the Petronas employees in Sabah
and Labuan were sharing their books to the campaign. It shows that employees are
contributing to the company and also society that beyond their responsibility as the
worker to do their own job only. Petronas are creating the attitudes of sharing value
among the employees for society that outside from company. Moreover, it lead
employees voluntary to involve them into the company CSR program.

Next, the book donation campaign can influence customer of Petronas. This is because it
will increase customer satisfaction on the product and service that offer by the Petronas
that social responsible. In facts, it will affect the customer purchase intention and
satisfaction, when the company ethical behavior exceed from the customer expectation
(Creyer and Ross, 1997). Besides, the customers more prefer those companies which
fulfill need of people than the company are not socially responsible. When the
PETRONAS Twin Towers Bookstack unveiled during the campaigns closing ceremony,
the customers get the knowledge that company CSR program was successfully completed
and support by the member of public. It raises the confidence and trusty of customer
towards Petronas products.

Lastly, community will be affected by company CSR program. As mentioned above, the
campaign aimed to assist rural school library. Therefore, the book donation campaign
was organizing to help them in boosting their book collection in rural areas. By launching
the campaign, the community can realize that the impoverished of the rural area that

doesnt have sufficient books for their children to study. This may change their
perception on the important of book and implant the reading habit among them,
especially to the people who lives in high-tech city. Besides, the value and behavior of
sharing to others can arise and create community in harmony and peace. For example,
when the members of the public gave a strong bestead in the campaign by donating their
books.

Reference
Creyer, E. H. and Ross, W. T, 1997, The influence of firm behavior on purchase
intention: do consumers really care about business ethics?, Journal of Consumer
Marketing, 14/6, 313 -336.
Gond, JP, El-Akremi, Assaad, Igalens, J, Swaen, V, 2010, Corporate Social
Responsibility Influence on Employee, Leasing CSR Research & Teaching, Viewed on
16

November

2014,

Available

from:<

http://www.nottingham.ac.uk/business/ICCSR/assets/ibyucpdrvypr.pdf>
The Borneo Insider, 2013, 6,500 books collected at Petronas Book Campaign, Viewed on
15 November 2014, Available from :< http://borneoinsider.com/2013/09/08/6500-bookscollected-at-petronas-book-campaign/>
The Borneo Insider, 2013, Petronas backs Share a Book, Build Twin Towers, Viewed
on 15 November 2014, Available from:< http://borneoinsider.com/2013/08/27/petronasbacks-share-a-book-build-twin-towers/>