Corporate Social Responsibility (CSR) Employee Outcomes in the Aviation Industry during the COVID19 Pandemic Era. A Conceptual Framework

Abstract

Purpose – By drawing on conservation of resources,social identity and attachment theories, this paper investigates the impact of corporate social responsibility (CSR) initiatives on work engagement, covid‐induced perceived job insecurity and organizational citizenship behavior (OCB). The mediating role of organizational pride and trust is also explored. Relevance – The pandemic has caused an unimaginable collapse of air passenger and cargo volumes, sweeping job cuts and huge financial losses for aviation. Employees in the aviation industry have been afflicted by the pandemic but also decipher CSR and are part of the road towards recovery combined with responsible business practices. Methodology – An integrative literature review method was adopted. A range of literature review relevant to the concept and the materialization of CSR, both generally and specifically in the aviation industry, is explored. A conceptual model linking CSR to certain employee outcomes is then proposed and discussed. Findings – The paper offers insights into the ways CSR initiatives may impact employees in the aviation industry at the emotional, attitudinal and behavioral level during the pandemic. It is proposed that when companies undertake CSR activities, employees develop higher levels of organizational trust and pride particularly reinforced by empathetic leadership and employee CSR participation. Those emotions, in turn, lead to more engaged employees with reduced feelings of job insecurity. An improvement in employees’ OCB is considered to be the end result. Practical implications – This study is helpful for companies within the aviation industry, during the pandemic and post‐pandemic era, to plan and implement CSR activities in such a way that could positively affect employee outcomes.