Employee's Corporate Social Responsibility Perception and Sustained Innovative Behavior: Based on the Psychological Identity of Employees

Corporate social responsibility refers to the voluntary promises made by an enterprise to achieve sustainable development. When enterprises conduct prosocial activities, they must consider the feelings of their employees including employees' sense of identification and well-being. However, most existing corporate social responsibility studies have focused on the financial performance of enterprises; the effects of corporate social responsibility on employees have seldom been examined. Accordingly, this study conducted an empirical study examining the effects of employee perception of enterprise corporate social responsibility, employee well-being, and organizational identification on employee innovative behavior. A total of 431 valid questionnaires were retrieved. A structural equation modeling analysis revealed that a positive relationship exists between employee perception of enterprise execution of corporate social responsibility and employee innovative behavior. Furthermore, both employee well-being and organizational identification play mediating roles between the two variables. When conducting social responsibility activities, enterprises are suggested to inform their employees or even encourage their participation in their efforts to fulfill their social responsibility. Through interaction between internal and external stakeholders, substantial innovative behavior, beneficial for the subsequent development of enterprises, can be stimulated.