Measurement of corporate social responsibility of automobile enterprises based on AHP-GRA model

With the development of economic globalization, great importance has been attached to corporate social responsibility by firms, governments and social organizations. Currently, only a few domestic automobile enterprises can fully disclose their social responsibility information. Most automobile enterprises fail to establish an effective and comprehensive mechanism for social responsibility management and information disclosure, and the concept of social responsibility has not been popularized and widely accepted by automobile enterprises. In order to solve the problem of externalization of internal costs incurred from personal and property safety of consumers and environmental pollution control which should be borne by automobile enterprises, and to promote the establishment and effective implementation of a social responsibility management system in the automobile industry, this study constructs a comprehensive China automobile CSR evaluation index system from four aspects, including CSR to government, CSR to employees, CSR to consumers and CSR to environment and community. In addition, this study makes a comprehensive comparison of the CSR of China’s automobile enterprises based on the synthetical evaluation method of Analytic Hierarchy Process and Grey Relation Analysis (AHP-GRA Model). The results show that: (1) under the influence of macro-economic control by the state, automobile enterprises, irrespective of being joint ventures, state-owned or private enterprises, hold the green development of firms in great account, especially corporate environmental governance; (2) the AHP-GRA Model can offer remedies to the single evaluation model, making up for its lack of accuracy and objectivity; (3) through a trend evaluation based on the AHP-GRA comprehensive evaluation model, a simple and reliable evaluation model is provided for the government, market and consumers to understand the current situation and future development of the CSR of China’s automobile enterprises in a comprehensive and objective way. The study shows that the AHP-GRA comprehensive evaluation model is feasible in the evaluation of social responsibilities of automobile enterprises, which covers the shortage of the single evaluation method, and provides new decision-making ideas and methods for the evaluation and optimization of social responsibility of automobile enterprises.