Exploring the interplay of CSR, employee well-being, and organizational identification in shaping employee green behaviours: a mediation-moderation approach

Purpose This study aims to investigate the influence of Corporate Social Responsibility (CSR) on Employee Green Behaviour (EGB), examining Employee Well-Being (EWB) as a mediating variable. It also explores the moderating role of Organizational Identification (OI) in the proposed relationships. Design/methodology/approach This exploratory study employed a non-probability purposive sampling approach. Survey data were collected from 292 employees across public and private sector banks. Structural Equation Modelling (SEM) using AMOS 21 was applied to test the mediation model. Additionally, the study utilized Moderated Regression Analysis (MRA) to examine the moderating role of OI within the framework. Findings The study validated Turker’s CSR scale within the Indian context using both exploratory factor analysis and confirmatory factor analysis. Adopting an integrative approach, it draws on Social Identity Theory (SIT) and Social Exchange Theory (SET) to predict EGB and explore the role of OI. The findings confirm that EWB mediates the relationship between CSR and EGB, while OI functions as a moderator within the model. Research limitations/implications The limitations of the study mostly revolve around the cross-sectionality nature of the data. In addition, the data is collected from employees working in the banking sector in Mumbai only. Practical implications The findings of this research will encourage corporations in the financial sector in emerging countries to strategically link the CSR practices for enhancing the EWB, which in turn enhances EGB. It is important to plan and implement strategies to enhance OI when undertaking CSR initiatives. Originality/value The study contributes to the literature on CSR and positive workplace outcomes in the context of a developing economy like India. This is possibly the first study to validate the Turker scale in an Indian Context. Secondly, the study contributed to the micro-level CSR understanding in an Indian context as it confirms the role of EWB, EGB and OI. This research has extended the understanding of employees’ responses towards CSR and the underlying mechanisms, contributing to the knowledge of CSR.