Corporate Social Responsibility Authenticity Research Articles

Ethical Leadership in HRM: A Critical Analysis of the Role of HRM Practices in Promoting Ethical Behavior and Corporate Social Responsibility

This study explores the contextual factors that influence the relationship between Human Resources (HRM) ethical leadership, employee ethical behavior, and corporate social responsibility (CSR). Through a literature review, we examine the influence of organizational culture, company values, government regulations, pressure from stakeholders, and the role of industry and business environment in shaping the dynamics between these variables. Findings show that alignment between HRM practices and organizational culture, CSR authenticity, and government regulations play a key role in shaping employee behavior, organizational commitment, and company performance. In addition, industry characteristics and business environment moderate the relationship between these variables. These results emphasize the importance of understanding the complexity of the relationship between HRM ethical leadership, employee ethical behavior, and CSR in various organizational contexts.

Dynamics and Effects of Corporate Social Responsibility Authenticity

Authentic corporate social responsibility (CSR), defined as the belief that a company's CSR initiatives are an honest reflection of its "real self," has received little attention in the literature on micro-CSR and management. Establishing views of genuine CSR among workers is undoubtedly crucial for firms to fully reap the advantages of CSR, especially in a climate when charges of corporate greenwashing abound and cynicism about social responsibility initiatives is rampant. Using attribution theory as a framework, we investigate two possible reasons for engaging in CSR—strategic-driven and values-driven—to see how workers view the legitimacy of such efforts. Along these lines,weanalyze how genuine CSR impacts workers' faith in the company and their perceptions of organizational support. Finally, we use a social exchange theory framework to look at how CSR authenticity mediates the connection between how people perceive the organization's motives and two major outcomes, how people perceive the organization's support and trust, and how these outcomes impact how employees feel about the organization and how they act as citizens. According to my findings, workers' views of CSR authenticity are influenced by values-driven reasons. Moreover, these authenticity perceptions play a mediating role in the link between values-driven motives and perceived corporate support and trust. Employees' views of CSR authenticity and sentiments of perceived corporate support are two channels by which values-driven motivations favorably impact organizational citizenship activities, according to further study.

CORPORATE SOCIAL RESPONSIBILITY AUTHENTICITY AND FIRM PERFORMANCE IN AN EMERGING MARKET

This study uses quantitative methods to investigate the importance of corporate social responsibility authenticity (CSRA) on the performance of small and medium-sized enterprises (SMEs). It investigates the interceding roles of organizational identification (OID) and corporate reputation (CRE) between CSRA and firm performance (FPE). The data, which were questionnaire responses from 548 customers, employees, and shareholders of SMEs, were analyzed using SmartPLS version 3.3.2. Significant positive correlations were found between the authenticity of corporate social responsibility (CSR) and three key factors: firm performance, organizational identification, and corporate reputation. This study contributes to existing knowledge by exploring the mediating roles of OID and CRE in the relationship between CSRA and FPE. To better understand how CSR affects OID, CRE, and eventually FPE, this study integrates the perceptions of internal and external stakeholders on the degree to which CSR is seen as authentic. This study particularly adds to the body of CSR literature in the context of increasing skepticism of stakeholders about CSR authenticity. Grounded in stakeholder behaviors, social identity, and social exchange theories, this study extends these theories by operationalizing a novel empirical framework in a new setting. Furthermore, the implications of this study extend to society’s current concerns about “greenwashing” or “corporate hypocrisy.”

The impact of brand value co-creation on perceived CSR authenticity and brand equity

PurposeIn response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value consumers give to a brand. The success of a CSR program depends on its consumers’ perceived authenticity. Therefore, this study aims to investigate how the perception of CSR authenticity, and consequently brand equity, can be enhanced by leveraging brand value co-creation.Design/methodology/approachThe study uses a mixed-method approach to test its hypotheses. Study 1 collects survey data from a national representative sample in the USA, which is analyzed using structural equation modeling. Study 2 collects experimental data from a public university’s research pool, also in the USA, which is analyzed using ANOVA and mediation analysis.FindingsThis study demonstrates that when consumers believe that a brand is co-creative – i.e. consumers are allowed to participate in the creation of value – they will likely perceive the brand’s CSR program as more authentic, which in turn will positively affect brand equity.Originality/valueThe findings of this study offer implications for academics and brand managers interested on how to effectively leverage CSR for brand building. Specifically, it demonstrates that embracing CSR alone may not be sufficient to enhance brand equity and that brand managers should consider leveraging co-creation to strengthen perceptions of CSR authenticity.

Unraveling the Antecedents of CSR Authenticity in Pakistan's Textile Sector, with a Focus on the Moderating Effects of CSR Commitment

The Authenticity of Corporate Social Responsibility (CSR) has become a major concern of organization and particularly the textile sector of Pakistan. This study aimed to develop a conceptual framework that shows the influential factors affecting CSR Authenticity. The theoretical foundation of this framework stems out of Triple Bottom Line Theory and Stakeholder Theory. The reliable databases and repositories of research articles were searched to find the literature for this framework that included JSOTR, SAGE, Science Direct, Emerald, Wiley and Taylor & Francis. The search of literature has furnished a conceptual framework that suggests CSR FIT, CSR Impact and CSR Competencies as CSR Attributes are predictors of CSR Authenticity. Additionally, CSR Dimensions namely Environmental CSR, Economic CSR and Social CSR also predict CSR Authenticity. Moreover, it has been identified by literature that these all predictors cast their influence by the moderating effect of CSR Commitments. Finally, the study concludes by describing limitations and significance of study with directions to academicians and policy makers.

CSR-authenticity and conciliation after service failure: the role of apology and compensation

PurposeThis paper aims to explore how authentic corporate social responsibility (CSR) activities can serve as a proactive service recovery tool and shield service providers from the negative consequences of service failures. Specifically, the authors investigate the conditions under which such activities can encourage conciliatory behavior among aggrieved consumers and how adding reactive service recovery tools to the mix interferes with the process.Design/methodology/approachThe authors conduct three experiments on an online panel and college student participants. The authors present a service failure scenario at a restaurant (late/subpar food delivery); vary the restaurant’s CSR activity (authentic, inauthentic or nonexistent); and test CSR’s impact on conciliatory behavior, the underlying mechanisms and how reactive service recovery tactics (apology/compensation) moderate the process.FindingsThe authors find that authentic-CSR activities (relative to inauthentic or no-CSR activities) indirectly promote conciliatory behavior by (serially) making the failure appear as a onetime event and lessening consumer anger toward the service provider. However, the process gets disrupted when the authors add an apology/compensation to the mix, ostensibly because the latter is a more direct signal that the failure is a onetime problem.Originality/valueTo the best of the authors’ knowledge, this is the first study that tests how authentic-CSR activities can serve as a proactive service recovery tool and encourage conciliatory behavior among aggrieved consumers (a serial mediation process). The authors add value by showing that the process cuts across cultures (with participants from the USA and Turkey) and that CSR activities are indispensable when customers do not complain but simply exit the firm.

Consumers' Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea.

This study examines the effect of consumers' perceptions of corporate social responsibility (CSR) on their anti-consumer awareness. Specifically, this study aims to uncover the mechanisms through which the consumer's CSR perception relates to their formation of anti-consumer awareness. A survey design was adopted to test this study's hypotheses. We collected data from 310 consumers in South Korea and used path analysis and bootstrapping to test the hypotheses. Our results showed that consumers' CSR perception is negatively related to their anti-consumer awareness. Notably, consumers' perception of CSR activities is positively related to their perceptions of compassion toward organizations, which, in turn, is also positively associated with their perception of CSR authenticity. Furthermore, compassion and CSR authenticity serially mediate the negative relationship between CSR perception and anti-consumer awareness. Our findings shed light on the importance of engaging in CSR activities from consumers' perspectives. Specifically, our findings suggest that organizations need to proactively engage in CSR activities with authenticity to maintain and even further their reputation among consumers. Furthermore, by demonstrating the psychological processes of how CSR activities translate into consumers' attitudes toward the organizations, our study provides fruitful avenues for future research.

Impact of CSR Authenticity on Brand Advocacy: The Mediating Role of Brand Equity

Since authenticity reduces the inherent tension between pro-sociality and profit-seeking as well as contradictory demands from multiple stakeholders, it appears to be relevant for corporate social responsibility (CSR) judgment. The aim of this study is to examine the consumer perception of CSR authenticity and its influence on brand equity and brand advocacy in the banking sector. Additionally, this study looks into the role of brand equity as a mediator between CSR authenticity and brand advocacy. A survey method was used to collect the data. In this study, CFA and structural equation modeling with AMOS were utilized to evaluate the measurement properties and to uncover relevant correlations. The results also show that brand advocacy is better predicted to take into account the mediating role of brand equity between CSR authenticity and brand advocacy. As a result, this study adds to the body of knowledge and has significant use for managers, practitioners, and specialists. The proposed model can be used by practitioners to evaluate their CSR initiatives objectively and determine how well each one aligns with their overall goals and business objectives in order to create more successful strategies. The current study adds to the limited theoretical and empirical understanding of the connection between CSR authenticity and customer responses.

The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR)

ABSTRACT This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.

Corporate social responsibility and customer's responses: CSR authenticity and government intervention during the COVID-19 pandemic

COVID-19 had unparalleled social and economic impacts in many countries, including Indonesia. Companies are urged to develop corporate social responsibility (CSR) in this challenging environment to support society. As CSR enters a more developed stage, the government's role in initiating and promoting it has also been recognized. First, this study explores the company's motives for engaging in CSR, as well as the role of government by interviewing three CSR officials. Further, this study investigates the effects of CSR motives, CSR authenticity, and corporate brand image on community well-being and customer citizenship behavior, with government intervention as a moderating variable, by an online survey to analyze nine hypotheses. Using purposive sampling, 652 respondents from five local companies in Indonesia participated in the survey, and the data were analyzed using SmartPLS. The interviews showed two CSR motives and the role of government, and the survey showed mixed results on the impact of CSR motives on CSR authenticity and corporate brand image, the positive impacts of CSR authenticity and corporate brand image on community well-being, and customer citizenship behavior. Although high levels of government intervention are noticeable, this variable was not found to be a significant moderator. This study highlights the importance of how customers perceive CSR motives and authenticity, so companies should consider it when developing CSR activities. Engaging in CSR initiatives during a crisis may improve a company's brand image and customer citizenship behavior. However, companies should appropriately manage their CSR communications to avoid customers' suspicion about the CSR motives.

Authentic corporate social responsibility: antecedents and effects on consumer purchase intention

PurposeThe aim of the research is to identify the factors that create an authentic company's corporate social responsibility (CSR) engagement and to investigate whether an authentic CSR engagement influences the purchase intention. In addition, the study attempts to provide insights into the mediation role of attitude toward the company and frequency of purchase on purchase intention.Design/methodology/approachIn this study, a theoretical framework is developed in which major antecedents of authentic CSR are identified. A specific example of a brand and its corporate social responsibility activities was used for the study. An online questionnaire was used to collect the data. To verify the hypothesis, structural equation modeling with the partial least squares method was used. A total of 240 people participated in the study.FindingsThe results of the study confirmed that CSR authenticity positively influences consumer purchase intention. Furthermore, the hypothesized impact of CSR authenticity on attitudes toward the company and frequency of purchase could be verified.Originality/valueAlthough there is research on the antecedents influencing the consumer's perceived authenticity of CSR, it has not addressed differences in impact and has not presented a full picture of influencing antecedents. In addition, CSR proof as a new antecedent is investigated in the study. Moreover, research on outcomes of perceived CSR authenticity still lacks depth. The study therefore addresses this research gap by providing an extensive research framework including antecedents influencing CSR authenticity and outcomes of CSR authenticity.

Corporate social responsibility authenticity as an antecedent to customer citizenship behavior: evidence from hospitality industry in Taiwan

ABSTRACT Although corporate social responsibility (CSR) authenticity and customer citizenship behavior (CCB) are of great importance to the long-term success of businesses in the hospitality sector, the linkage between them has been an under-researched aspect. Based on social exchange theory and cognitive appraisal theory, a research model is developed to examine whether and how perceived CSR authenticity promotes customer citizenship behavior (CCB). The data was collected from 313 customers of the fast food restaurants in Taiwan and analyzed using PLS-SEM. The findings reveal that perceived CSR authenticity positively and directly impacts CCB. Further, this relationship is mediated by emotional attachment and feelings of gratitude and is positively moderated by altruism. This study contributes to the extant literature by uncovering the mechanisms through which CSR authenticity impacts CCB and provides crucial implications that help hospitality firms formulate more effective CSR strategies based on the perceived authenticity of their CSR activities.

Corporate Social Responsibility in Post COVID-19 Period

The paper offers some initial examination on how Covid-19 pandemic has influenced the developments of Corporate Social Responsibility (CSR). The researcher argues that Covid-19 pandemic offers a great opportunity for businesses to shift towards more genuine and authentic CSR and contribute to address urgent global social and environmental challenges. The research study focuses on post COVID impact on CSR by the selected iron and steel industry to the societal development. For the study nine companies were selected namely, Godawari Power & Ispat Ltd., Jindal Power and Steel Limited, Hira Steel Limited, Jayaswal Neco Industries Limited, Shri Bajrang Power, and Ispat Limited, Prakash Industries Limited, Real Ispat, Sarda Energy & Minerals Limited, and Shivalay Ispat and Power Private Limited. The study also includes post COVID impact on CSR in Indian context. The study helps one identify some potentially fruitful research ideas. In terms of CSR, this paper encompasses its impact on CSR opportunities, trends, and consumer ethical decision making.

Corporate social responsibility authenticity as a determinant of repurchase intentions

PurposeThis study aims to examine the relationship between corporate social responsibility (CSR) authenticity and its relationship with repurchase intentions. In doing so, the current research also investigates the mediating role of perceived CSR (PCSR) and perceived moral judgement.Design/methodology/approachFor the current research purpose, a sample of 262 Indian working professionals was surveyed.FindingsData analysis revealed that CSR authenticity significantly predicted the repurchase intentions of the survey participants. The studied research contributes significantly to the extant literature on CSR authenticity by studying the underlying mechanisms that make a consumer repurchase a product or service.Originality/valueResearch on CSR authenticity is still at a nascent stage. Furthermore, variables such as moral judgement and PCSR motives have not been studied in CSR authenticity literature.

How authenticity of corporate social responsibility affects organizational attractiveness: Stakeholder perceptions of organizational ideology

AbstractDespite the impact of ideologies on corporate social responsibility (CSR), little is known whether the authenticity of CSR can be assessed in the face of ideological tensions. Following cognitive dissonance and attribution theories, this study investigates the impact of CSR authenticity, which is conceptualized as a function of (1) the ideological fit between company and its CSR initiative and (2) the perceived motive of an ideologically distinct initiative, on organizational attractiveness. Findings of a survey on 253 respondents reveal that while both dimensions of CSR authenticity affect organizational attractiveness, the fit between company and its CSR has a higher effect than does the social motive of CSR. Moreover, positive attitudes toward the CSR initiative as well as the company itself both mediate these relationships. The study shows taking an ideological perspective in authenticity is a relevant approach to understand CSR in the politically polarized contexts of most countries.

The impact of corporate social responsibility authenticity to advocacy behaviors in Vietnam dairy industry: The role of attitude and trust

In recent decades, corporate social responsibility (CSR) has become one of the standard business practices to gain businesses competitive advantages. Witnessing the great success of many businesses implementing CSR, companies are increasingly deploying CSR campaigns while many of those actions do not truly help the environment and society. The act of taking advantage of consumers' interest in CSR to polish the buiness' name has negatively led to an adverse response from consumers, giving them a reason to boycott the untrustworthy brand and showing more wariness toward the term CSR. In that context, a new concept: corporate social responsibility authenticity (CSR authenticity) was born and is increasingly appreciated by consumers when choosing a brand. In addition, some evidence shows that the emotions of customers can also influence their shopping behavior. Therefore, this research surveys customers in the dairy industry in Vietnam, particularly customers of four big brands: Vinamilk, TH True Milk, Dutch Lady, and Nestle to examine the relationship between the new concepts: of CSR authenticity, and advocacy behaviors, through the mediated role of two factors: attitude and trust. Using structural equation modeling (SEM), the results show that CSR authenticity has a positive impact on consumers' advocacy in both ways: directly and indirectly through customer attitudes and trust. Through these results, the authors aim to raise awareness about the importance of authenticity while doing CSR as well as provide advice on how to organize an effective CSR campaign.

Don't talk the talk, but walk the walk: the role of authentic CSR in fostering beneficial employee outcomes

PurposeOrganizations implement corporate social responsibility (CSR) to act, or present themselves as, sustainable. Yet, CSR efforts by organizations can be negatively received by stakeholders. The increased skepticism by stakeholders toward organizations' CSR programs has led to a growing interest in the influence of CSR authenticity. The purpose of this study is to provide valuable insights into the complex role CSR authenticity plays in stimulating desirable employee attitudes and behaviors.Design/methodology/approachA sample of 482 employees working in the Belgian banking sector allows the authors to test this study’s theoretical model using structural equation modeling (SEM).FindingsEmpirical findings demonstrate that CSR authenticity positively relates to organizational citizenship behavior (OCB). Extending this notion, we find evidence for organizational identification to mediate the relationship between CSR authenticity and OCB. Further, this study highlights that organizational justice mediates the relationship between CSR authenticity and organizational identification. Finally, the importance of ethical leadership is underlined as a boundary condition to the relationship between CSR authenticity and OCB.Practical implicationsFor managers, this study provides insights into the importance of CSR authenticity in fostering positive employee outcomes. It offers guidance on how to incorporate CSR authentically, addressing the importance of the organization's core values and supervisors' alignment with these values.Originality/valueThis study distinguishes itself from existing micro-level research, which mainly focuses on employees' evaluation of the organization's attention to CSR, by investigating the outcomes of employees' perceptions of CSR authenticity. Previous research shows that perceptions of CSR authenticity produce positive outcomes among consumers, but that, so far, we know very little about which specific perceptions or behaviors it might elicit among employees. Furthermore, this study provides evidence for interlinkage between leadership, CSR and beneficial outcomes such as OCB, through the integration of ethical leadership behaviors.

Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense

ABSTRACT This study investigated the relative impacts of three corporate social responsibility (CSR) types – namely corrective, compensating and cultivating CSR – on brand defense by considering customer–company’s (C–C’s) identification mediation role and CSR authenticity’s moderation role in these relationships. A between-subject experiment was conducted on 573 coffee shop customers in the United States. The findings revealed corrective CSR is the strongest brand defense predictor, followed by compensating and cultivating CSR. The CSR types’ relative effects are mediated by C–C identification, and as such, compensating CSR’s indirect effects on brand defense through C–C identification are stronger than cultivating CSR’s indirect effects on brand defense. When the CSR authenticity level is high, cultivating CSR has a significant indirect effect – through C–C identification – on brand defense that is stronger than when the CSR authenticity level is low. When the level is high, compensating CSR has an insignificant indirect effect – through C–C identification – on brand defense, similar to when the level is low. Finally, findings on moderated mediation revealed the indirect relationship between the three CSR types on brand defense – through C–C identification – is moderated by CSR authenticity.

CSR authenticity and micro-foundations of business: a systematic review

PurposeThe current market conditions are driving firms to plan, design and implement corporate social responsibility (CSR) policies that are true to the firms' real sense, i.e. authentic. Authenticity is an important aspect of micro-foundations of CSR in shaping the way social responsibility initiatives would impact the stakeholders including the customers, partners, current members of the organization and shareholders. This calls for a need to synthesize past research on CSR authenticity in order to propose directions for future research.Design/methodology/approachThe current study synthesizes relevant literature on CSR authenticity using systematic literature review (SLR) approach. In total, 34 research works were identified and examined to seek insights on CSR authenticity.FindingsFindings of the study identified various miro-, meso- and macro-level determinants of CSR authenticity and different set of outcomes having implications on business and society. The study also proposes a comprehensive definition of CSR authenticity which was somewhat missing in existing literature.Practical implicationsThe study provides strong theoretical and managerial implications. Particularly, the study provides directions for future research on the topic.Originality/valueIn this paper, a review of literature on CSR authenticity is currently missing.

Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

PurposeAuthenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all aspects of their lives. Thus, the purpose of this study is to examine the role of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context.Design/methodology/approachUsing a non-probability convenience sampling technique, this study received 817 responses from consumers who regularly used global brands. Finally, this research examined 734 responses to test the proposed hypotheses using structural equation modeling.FindingsThis study discovered that perceived CSR authenticity strengthened perceived brand authenticity, which fostered perceived brand loyalty by enhancing brand trust and motivating consumers to spread PWOM about global brands. Similarly, perceived CSR authenticity directly influenced perceived brand loyalty by enhancing brand trust but did not affect PWOM. Likewise, the moderating effect of brand image was significant in fostering perceived brand loyalty by enhancing brand trust, but it had no effect on PWOM. In contrast, the brand image had a significant negative effect on perceived brand authenticity.Practical implicationsThis research offered many insightful suggestions to global managers in the manufacturing and service industries that might assist them in designing and implementing several branding strategies to achieve corporate objectives.Originality/valueThis novel research contributes to the attribution theory by examining consumers’ perceptions of CSR authenticity, brand image, brand authenticity and brand loyalty from the global branding perspective.