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Another aspect that has had an effect on attitudes toward CSR practices is the
enormous amount of respect and devotion Thai people have for the monarch, His Majesty
King Bhumibol Adulyadej. The king and the royal projects and foundations that he has set
up to advocate development causes and assist the poor have had a strong influence on the
national development agenda (Vichit-Vadakan, 2002). A large number of respondents referred
especially to the National Agenda of Giving and Volunteering initiated in 2006/2007 for his
80th birthday. This has led recently to the establishment of a new CSR department in the
Royal Foundations, which are among the largest and strongest development organizations in
the nation. This no doubt has led many in the business community and civil society to take up
the cause and seek new ways to support the initiative
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