CSR Communication Matters! An Examination of CSR, Organisational Pride, and Task-Related Pro-Environmental Behaviour Nexus

Abstract

Corporate Social Responsibility (CSR) has many positive outcomes, yet how and when its impacts employees’ green behaviour is still to be examined. This research tested the effect of CSR initiatives on the Task Pro-environmental behaviour (TPB) of employees via the mediating role of organisational pride. Moreover, the role of CSR communication was considered as a moderator in CSR and pride relationships. The study was based on two theories: Social Identity Theory and Signalling Theory. The investigation was quantitative and based on the data collected at three points of time, i.e., T1 = CSR and internal CSR communication, T2 = organisational pride, and T3 = TPB with a one-week time lag from banking sector employees. 500 questionnaires were distributed, of which 361 responded, forming a response rate of 72.2%. The analysis was done using PROCESS mediation and moderation models. The results affirmed a positive relationship between CSR and organisational pride and also its subsequent impact on TBP. The moderating role of internal CSR communication between CSR and organisational pride was also supported. In addition, the indirect moderating role of internal CSR communication was also established between CSR and TPB via organisational pride.