Through a rigorous experiment and a longitudinal survey, the study establishes that when employees perceive their organization as committed to CSR, particularly toward secondary stakeholders like the environment, they experience moral elevation - a sense of being moved and inspired by ethical excellence. This emotion, in turn, motivates employees to engage in organizational citizenship behaviour (OCB) that supports the CSR initiative itself, rather than just benefiting the company. Notably, the study finds that this effect is strongest when the organization has a collectivistic identity orientation, signaling a true moral commitment rather than a mere strategic maneuver.
Why does this matter? Traditionally, CSR research has focused on instrumental or relational benefits - how CSR boosts employee pride, engagement, or company reputation. This study takes a ground-breaking step by demonstrating that employees don’t just care about CSR because it benefits them personally or aligns with company success; they engage with it because it is the right thing to do. This moral dimension adds a critical layer to our understanding of micro-CSR. It highlights that organizations looking to maximise the impact of their sustainability initiatives must go beyond surface-level engagement and cultivate an authentic, values-driven culture that fosters moral elevation among employees.
The implications of these findings are far-reaching. For corporate and academic partners dedicated to sustainability, this research underscores the importance of aligning CSR with a genuine moral commitment. Organizations that embed CSR authentically into their identity can inspire employees to become true advocates for positive change, amplifying the impact of CSR efforts well beyond the company walls. By harnessing moral elevation, businesses can foster a workforce that actively contributes to sustainability goals, not just because it’s expected but because they feel deeply compelled to do so. In a world facing urgent social and environmental challenges, this insight offers a powerful blueprint for CSR strategies that create lasting, meaningful change.
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