The joint effect mechanism of two types of corporate social responsibility attribution on organizational identification

Abstract

We built a model to study the moderating and direct effects of corporate social responsibility altruistic attribution and corporate social responsibility egoistic attribution on organizational identification. Data were collected from 205 employees of two manufacturing enterprises in China. We found that corporate social responsibility altruistic attribution and corporate social responsibility egoistic attribution were not in an either–or relationship, but could coexist. Further, the interaction effect of corporate social responsibility altruistic attribution and corporate social responsibility egoistic attribution was different from that of a single attribution. Finally, corporate social responsibility egoistic attribution had both positive and negative effects. This study offers a fresh viewpoint for future discussions of the effect of corporate social responsibility attribution on employees' attitudes and behaviors from the perspective of their combined effects.