Abstract
The success of Corporate Social Responsibility (CSR) can be determined by understanding consumers' behaviors, thoughts, beliefs, attitudes, and experiences. In the case of Islamic banking, a skeptical attitude and atmosphere of distrust prevail because the consumers cannot find effective CSR outcomes through Islamic banks. In a competitive environment with a constant challenge of CSR differentiation and credibility, this research identifies factors that can guide Islamic banks to construct a favorable CSR image. Moreover, the research findings suggest that a 'one-size-fits-all' CSR communication strategy does not work, due to the range of consumers and their ability to perceive information differently. Based on many articles on CSR of Islamic banks and on CSR communication, this research proposes the distinguished characteristics of consumers' categorization to establish a positive relation with CSR approach in Islamic banks that are suggested to consider the consumers' expectations, interests and information.