How to Effectively Communicate CSR with Employees? Understanding CSR Communication Effects Through the Lens of Reasoned Action
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This study examined how employees’ perceived communication about corporate social responsibility (CSR) impacts their CSR engagement, and how the effect is mediated via employees’ CSR-related attitudes, perceived norms, and perceived control. Results, based on a survey (N = 406) of participants recruited from Amazon Mturk, revealed that employee perceptions of CSR communication were positively associated with their CSR-related attitudes, perceived norms, perceived control, and CSR engagement. Findings also indicated the mediation effect from employees’ perceived CSR communication to CSR engagement via CSR-related attitudes and perceived norms. This study contributes to the scant research on employee-centered CSR and suggests CSR as an effective strategy to cultivate relationships with employees and to increase their CSR engagement.