Micro Corporate Social Responsibility: A Person-Centric Approach for Meeting the Grand Challenges

Abstract

The objective of this study was to investigate the role of perceived CSR with emphasis on employees’ attitude and behavior on employee level, a neglected area in research. The literature review suggests that Internal CSR as an ethical behavior of human resource management can help to overcome the grand human and societal challenges of organizations. In this regard, the primary data was collected from Telecom sector and was evaluated through Structural Equation Modeling with the help of AMOS. In the light of observed literature gap, a perceived model having Internal CSR (PICSR) as independent and Organizational Citizenship Behavior (OCB) as dependent variable were observed. Moreover, the two parallel mediations were hypothesized through Perceived Organizational Support (POS) and Perceived External Prestige (PEP) in the light of social exchange and social identity theories. The results of hypothesis were found significant. The study intends to contribute to understand the role of micro foundation of CSR and has implications for organizations to meet grand human and societal challenges of organizations in developing countries like Pakistan in South Asia.