How and when community-oriented-corporate social responsibility affects employee societal behavior: A moderated-mediated model

• Published in: Heliyon 2023-09, Vol.9 (9), p.e20097-e20097, Article e20097
• Main Authors: Mahmud, Appel, Ali, Zulqurnain, Ashanuzzaman, Md, Ashrafuzzaman, Mohammad
• Format: Article
• Language: English
• Subjects: Bangladesh; Employee societal behavior; Micro-corporate social responsibility; Organizational identification; Perceived external prestige; psychology; questionnaires; social identification; social responsibility
• ISSN: 2405-8440; 2405-8440
• DOI: 10.1016/j.heliyon.2023.e20097

The psychology of micro-corporate social responsibility (micro-CSR) and employee outcome has emerged in the contemporary literature of interdisciplinary management science. Previous studies have ignored the testing of mediating effects and boundary conditions in the association between micro-CSR and employee outcomes. Drawing on social identity theory (SIT) and social information processing theory (SIPT), this research aims to investigate how, why, and when the perceived CSR community (PCSRc; a micro-CSR activity) affects employee societal behavior (ESB; a voluntary behavior) accounting the mediating role of perceived external prestige (PEP) and moderating role of organizational identification (OI). Our research recruited 452 employees in Bangladesh via questionnaire and tested the proposed measurement model and structural relationships in AMOS. The results report a significant and positive relationship between PCSRc and ESB. It also reveals that PEP mediates PCSRc and ESB link, and OI regulates the straight association of PCSRc and PEP and ancillary links of PCSRc and ESB (via PEP). Finally, we recorded the research implications and future research directions. •We investigate the psychology of micro-CSR and employee outcomes in an emerging market economy such as Bangladesh.•A moderated-mediated model was designed to answer how, why, and when perceived CSR-community (PCSRc) affects employee societal behavior (ESB).•The research revealed the significant and affirmative relations between PCSRc and ESB, PCSRc and perceived external prestige (PEP), and ESB.•PEP mediates PCSRc and ESB relations, and organizational identification (OI) regulates the straight association of PCSRc and PEP and ancillary links of PCSRc and ESB (via PEP).