Unattended social wants and corporate social responsibility of leading firms: Relationship of intrinsic motivation of volunteering in proposed welfare programs and employee attributes

With accelerated amelioration in service standards and expectations of stakeholders, enterprises need to undertake promising efforts for the real contribution to society. This paper is aimed to build a framework for examination of employee-specific viability of five proposed philanthropic initiatives that can be launched by large corporations. Matchmaking, marriage arrangement, and poverty alleviation through skill development are discussed for new external corporate social responsibility (CSR) programs, and anti-sexual harassment awareness campaign at the workplace and assistance to low-paid workers are projected as doable internal CSR initiatives. This article describes the importance of potential CSR activities with chief emphasis on exploring the impact of intrinsic motivation for volunteering of each proposed CSR program on employee's vital work attitudes. Drawing implications to advance the literature, we have developed the hypotheses that have formulated a testable model. On practical front, our work highlights the crucial need to consider implementation of new CSR programs with effective conceptualization of employee motivation and organizational outcomes.