| Prior researches have shown that company's CSR initiatives positively related with organizational identification and organizational commitment. In this research proposal, we would like to explore this topic in more depth by examining the influence of company's CSR initiatives (especially internal CSR initiatives in ethical domain) on organizational commitment through mediation of linkages: 1) CSR initiatives and internal legitimacy, 2) internal legitimacy and organizational identification (partially mediated by construed external image) and 3) organizational identification and organizational commitment. We believe that the internal CSR initiatives would lead to higher organizational commitment than external CSR initiatives. But the external CSR initiatives would render organizational commitment high also if at least one condition is fulfilled: 1) company has exerted internal CSR practices, 2) employees are satisfied with their job and working condition, 3) employees have good position in company, or 4) employees already have high personal social values. Thus, we suggest that there should be a balance between internal and external CSR initiatives for the benefits of the company. . |
Updated 07/09/2013