Employees' CSR Perception and Creativity: Mediating Role of Affective Commitment and Moderating Role of Materialism

ABSTRACT This study examines the relationship between employees' perceptions of corporate social responsibility (CSR) and creativity by exploring the mediating role of affective commitment and the moderating role of materialism. Using survey data collected from 210 employees in the United States, the results indicate that both intrinsic and extrinsic CSR perceptions are positively associated with employee creativity. Materialism moderates the direct association between intrinsic CSR perception and creativity, such that the relationship appears stronger among employees with higher levels of materialism but does not significantly condition the indirect relationship through affective commitment. In contrast, while materialism does not moderate the direct relationship between extrinsic CSR perception and creativity, it is associated with variation in the indirect effect via affective commitment. Taken together, these findings suggest that intrinsic and extrinsic CSR perceptions may be linked to employee creativity through distinct psychological pathways, with materialism playing a differential role in shaping these relationships. By integrating attributional reasoning and value orientation into the microlevel CSR–creativity literature, this study contributes to a more nuanced understanding of how employees respond to CSR initiatives. Potential limitations of the cross‐sectional design and sample size are noted, and future research could extend these findings to examine causal relationships and generalizability.