A Study of the Impact of Extended CSR Factors on Organizational Pride and Organizational Loyalty: Focusing on Generation MZ

Companies must have long-term competitiveness and strengthen crisis response capabilities to achieve sustainable management.Organizational pride and organizational loyalty of organization members are key variables that determine a company's sustainability, and strategies to effectively strengthen them are becoming important tasks in corporate management.Systematic employee education and corporate culture creation designed to share the company's philosophy and values with organization members are essential to maintain sustainability.The MZ generation (Millennials-Generation Z) is becoming a key organization member.Accordingly, as the way of recognizing the role and social responsibility of a company changes, the concept of expanded CSR (Expanded CSR) that emphasizes ethical, environmental, and social contributions is becoming important, going beyond the traditional CSR (Corporate Social Responsibility) concept that focuses on economic and legal responsibilities.In particular, as corporate members, MZ generation employees prefer companies that practice fairness, sustainability, and social value creation beyond corporate profit creation, and this perception has a significant impact on the formation of organizational pride and loyalty.Therefore, this study aims to analyze the impact of extended CSR factors perceived by the MZ generation on organizational pride and loyalty.The extended CSR activity factors perceived by the MZ generation were defined as six (economic, legal, ethical, charitable, environmental, and consumer protection) responsible activities, and a survey was conducted targeting MZ generation employees who completed in-house training.The study's results, which derived empirical analysis by applying structural equation path analysis as a research method, are as follows.First, among the CSR factors perceived by the MZ generation, economic, ethical, charitable, environmental, and consumer protection responsible activities positively impacted organizational pride.However, legally responsible activities were found to be statistically insignificant in terms of organizational pride.Second, the organizational pride formed