THE RELATIONSHIP AMONG CSR MOTIVES, PERCEIVED CSR AUTHENTICITY, CORPORATE CREDIBILITY, AND LEGITIMACY AN EMPIRICAL STUDY

Today, corporations are reevaluating their influence on society and the environment, shifting their focus away from the conventional objectives of generating a profit. Instead, they are searching for methods to cultivate partnerships with stakeholders that are both good and sustainable. This study seeks to examine the relationship among the motives for Corporate Social Responsibility (CSR), the perceived authenticity of CSR, and the organizational credibility and legitimacy. For the purpose of the study, data was gathered from 392 participants through the use of a scenario-based survey approach. Research hypotheses were tested via SEM. The findings indicate that activities concerning CSR that are driven by intrinsic factors have a negative impact on authenticity, but authenticity has a favorable impact on legitimacy and credibility. But extrinsically motivated CSR actions have a positive impact on authenticity, which contributes to an increase in legitimacy and credibility.