Psychological factors linking perceived CSR to OCB: The role of organizational pride, collectivism, and person-organization fit

Despite a growing amount of research on the impact of perceived corporate social responsibility (CSR) on employee behavior, psychological factors explaining why and for whom the relationship holds have yet to be fully investigated. Drawing on social identity theory, this study examined organizational pride as the underlying psychological mechanism explaining the relationship between CSR perception and organizational citizenship behavior (OCB), and tested the moderating effects by two individual difference variables: collectivism orientation and person-organization fit. Analyses of survey data collected from 210 employees in South Korea showed that organizational pride mediated the CSR perception-OCB relationship. In addition, collectivism orientation strengthens the CSR-pride relationship, while person-organization fit strengthens the OCB-pride relationship. This research contributes to the relevant literature by stressing the importance of individual characteristics in predicting and understanding the effects of CSR perception on employee behavior.