CSR, Organizational Identity and Behavioral Outcomes. A Mediating Role of Perceptions and Trust

• Autorzy: Barbara Fryzeł

Warianty tytułu

CSR, tożsamość organizacyjna a zachowania. Rola percepcji i zaufania

• Języki publikacji: EN

Abstrakty

EN

The text elaborates on the growing significance of CSR discourse for constructing organizational identities and shows how CSR as a dominant business paradigm of last decades is capable of evoking behaviors, when it is used as a distinguishing feature of organizations. The paper starts with providing an overview of existing empirical evidence of the CSR- -induced behavioral effects. Recent advancements in management and organization studies, including marketing, HR and identity literature are presented, showing that organizational stance towards CSR is critical for creating the patterns of company-consumer identification, loyalty, positive attitudes and perceptions and in consequence, purchase intent. The paper follows with the presentation of the concept of organizational identity and shows how the centrality of stakeholders remains a focal point in identity construction as well as in the CSR paradigm. In the remaining sections the paper discusses the role of perceptions and trust as key antecedents of purchase intent and posits that mechanisms of CSR-induced behavioral effects have a potential to create a real social change if they can foster reciprocity by setting the standards for social justice and fairness(original abstract)

Tekst rozważa rosnące znaczenie dyskursu o społecznej odpowiedzialności przedsiębiorstw (CSR) jako podstawy tworzenia tożsamości organizacyjnych. CSR jako dominujący paradygmat organizacyjny ostatnich kilku dekad jest pokazany jako czynnik stymulujący określone zachowania oraz pozwalający na wyróżnienie się przedsiębiorstwa z otoczenia. Tekst rozpoczyna się prezentacją istniejącej wiedzy na temat efektów behawioralnych generowanych przez CSR. Omawiane są badania empiryczne z obszaru studiów organizacyjnych, zarządzania, marketingu oraz literatury dotyczącej tożsamości, które wskazują, iż podejście firm do CSR ma kluczowe znaczenie dla kreowania wzorców identyfikacji konsumentów z firmą, lojalności, pozytywnego nastawienia do firmy, a w efekcie intencji zakupu. W dalszej części przedstawiany jest koncept tożsamości organizacyjnej z centralną rolą interesariuszy. W końcowej części artykułu dyskutowana jest rola zaufania oraz percepcji jako istotnych determinant intencji zakupu. Myślą przewodnią prezentowanych poglądów jest teza, iż mechanizm tworzenia określonych zachowań i postaw aktorów rynkowych, dzęki stosowaniu paradygmatu CSR w zarządzaniu, ma potencjał wykreowania rzeczywistej zmiany społecznej, jeśli dzięki temu wzmocnieniu ulegną relacje wzajemności oparte o standardy sprawiedliwości społecznej(abstrakt oryginalny)

Słowa kluczowe

EN

Corporate Social Responsibility (CSR); Stakeholders

PL

Społeczna odpowiedzialność biznesu; Interesariusze

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2015
• Numer: nr 387 Social Responsibility of Organizations Directions of Changes
• Strony: 41--53

Twórcy

autor

Barbara Fryzeł

• Jagiellonian University, Poland

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Identyfikatory

DOI

10.15611/pn.2015.387.04