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for many large companies in Japan, and as a direct result of this, customers and the government are becoming more and more conscious of where they purchase their products from and where they invest their monies.

Japan has long tradition of CSR implementation when compared to other countries, issues such as the environment, community welfare through the promotion of best standard practices were well discussed since the 70's, however the term “CSR” has more openly been used by large corporations such as Toyota since the early 90's to describe their efforts in addressing and redressing the damage they create through their day to day activities.

On its company's website, Toyota has sections covering their CSR commitments, which includes the achievement of their International Standards for Business, Government and Society (ISO) standards, protection of human rights and involvement in community activities, they also have a strong commitment towards its employees' “work-life balance,” which became a key phrase commonly used in the Japanese media and is directly related to PR activities and promotion of a socially responsible business. They believe that by assisting their employees to a achieve a well-balanced professional and private life will result in employees that will assist Toyota in terms of adding value to their professional service to the company (Noorbakhsh, 2008).

Toyota's environmental policies related to their global environmental conservation activities are form part of their 'Earth Charter' and were introduced in 1992 (CSR Main Concepts, 2009).Their primary environment concerns range from the effects their direct by-product (cars) emissions and their impact on the environment, to the ecological impact of its industrialized processes. Toyota's current environmental commitment is focused on developing new technologies with cleaner emissions and the creation of more efficient process, which will eventually provide the company with the necessary competitive advantages needed in the market to stay at the top of its game. Their ultimate goal is to stay a socially respected business in the eyes of the their customers and the international business community, Toyota also believes that each community has different needs therefore each of their international manufacturing units are capable of implementing its own CSR policies in order to best serve the local communities and environment, that is a very unique approach to CSR. Their most noted efforts to date are directed at educating and supporting local communities and preserving of the environment.

Noorbakhsh (2008) further argues that Toyota prides itself for being an economically and environmentally conscious company by maintaining its continuous commitment towards sustainability practices. However, some of its efforts were interpreted as misleading the public (Noorbakhsh, S. 2008).

Eiji Kosaka a Japanese politician has publicly claimed on his internet blog that Toyota misleads customers by the promotion of such environmental campaigns. He challenged Toyota's quote “We made this commercial with the goal of informing long-time owners of the same vehicle that changing to a newer vehicle will use less gasoline, therefore reducing CO2 emissions”. (Noorbakhsh, S. 2008). The company has since changed its website to include information that “about 80% of the CO2s released by a vehicle come from the actual way of operation” ther本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。