What Altruism Endows the Success of Multinational Enterprises: Taking “uniqlo Sustainability” as an Example

Abstract Book of the 10th International Conference on Modern Approaches in Humanities and Social Sciences

Year: 2025

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What Altruism Endows the Success of Multinational Enterprises: Taking “uniqlo Sustainability” as an Example

Yulin Zhuang

ABSTRACT:

In Buddhist psychology, altruism, which builds the foundation of the core Buddhist values, is based on empathy and reciprocity, calling on all sentient beings to do good deeds. Altruism exemplifies the practical application of Buddhist concepts in the decision-making process. From the perspective of altruism in Buddhist psychology, this article elaborates in detail on the following moral dilemma: On the one hand, while enterprises are seeking their own development, should they sacrifice the rights and interests of the natural environment and other sentient beings? On the other hand, is it about integrating corporate responsibility into environmental protection efforts to establish its own brand image? This is a trade-off between corporate profits and the rights and interests of other sentient beings. This article mainly analyzes the manifestation of altruism in the environmental protection decisions of UNIQLO, a renowned enterprise in Japan, through qualitative and quantitative research methods, appealing to more multinational enterprises to join environmental protection. Meanwhile, it is encouraged to promote altruism in Buddhist culture and increase its popularity. From the perspective of altruism in Buddhist psychology, the appeal and contribution of UNIQLO to environmental protection establishes a sense of social responsibility for multinational enterprises and builds a more influential brand image. To sum up, altruism balances the relationship between humans and other sentient beings, reaching a conclusion that human beings should take care for all sentient beings living together on the earth, rather than being blinded by self-interests. While accumulating “good karma”, it also broadens the future path for enterprises, promoting Buddhist culture as well.

Keywords: Altruism, Buddhism, Buddhist Psychology, Corporate Brand Image, Business Strategy