Corporate social responsibility and employee moral identity: a practice-based approach

Anna Farmaki and Dimitrios P. Stergiou

Current Issues in Tourism, 2021, vol. 24, issue 18, 2554-2572

Abstract: This study draws from the hospitality sector to examine how hotel employees use their self-perceived moral identity to inform their CSR implementation practices. Specifically, we employ a practice-based approach to investigate how skills, resources and meanings of CSR as a morally determined concept manifest in employee CSR actions. Study findings reveal that hotel employees’ behaviours towards CSR implementation is not necessarily consistent with their self-perceived moral identity, identifying two forms of practices undertaken by employees: (a) immersing in CSR implementation by propagating morality and (b) avoiding CSR implementation by concealing immorality. The study offers a matrix of moral identity and CSR employee behaviour, which illustrates four different types of employees encapsulating their CSR behavioural spectrum. The study concludes with a discussion of the relevant theoretical and practical implications.

Date: 2021
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DOI: 10.1080/13683500.2020.1850654

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