Corporate social responsibility, environmental responsibility, stakeholder, sustainable development, qualitative research, content analysis

        Organisations often tend to justify their business activities by citing improved business performance neglecting conservation of environment in which these activities are carried-out. This research investigated the corporate social responsibility activities of motor vehicle retailers that aim to improve business performance and conserve the natural resources in the environment in Gauteng Province, South Africa. A qualitative research approach was used in this research to address the research objective and interviews were conducted with managers of motor vehicle retailers. A content analysis was used with the aid of Atlas.tiversion 7 to generate themes in analysing the primary data. The research uncovered that motor vehicle retailers execute social responsibility activities to promote environmental conservation, improve organisations’ business performance, and build relationships with external stakeholders. This research provides recommendations to key stakeholders in the motor vehicle industry, and future research are also provided in this research.