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Exploring Different Motivations behind Socially Responsible Firm Behavior: Strategic and Conspicuous CSR

오한나|김상준|배종완
한국윤리경영학회 (The Korea Academy Of Business Ethics)|2024.07|윤리경영연구 (Korean Journal of Business Ethics)|제24권 제1호|pp. 83-111|DOI 10.34273/kjbe.2024.24.1.004

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참고문헌

키워드

SustainabilityCSRCorporate Social Responsibility기업의 사회적 책임지속 가능성Strategic CSR전략적 CSRMorality embodimentConspicuous CSR도덕성 구현보여주기 위한 CSR

초록

This study specifies two behavioral patterns of morality embodiment in organizations and examines how these behavioral patterns affect financial performance. When firms pursue morality, they tend to consider how to incorporate socially responsible activities into their business. The motivation behind the engagement in socially responsible initiatives can be either a genuine embodiment of morality, which leads to societal benefit, or a conspicuous embodiment, which does not. Given this, we juxta- pose the two types of morality embodiment with corporate social responsibility (CSR) as strategic CSR and conspicuous CSR. We argue that these two types of CSR activity have different impacts on firm performance. We thus examine the impacts of strategic and conspicuous CSR on financial performance. The study finds that strategic CSR correlates positively with financial performance while conspicuous CSR has a negative relationship. These findings provide further insight into the relationship between CSR and financial performance.

Abstract

This study specifies two behavioral patterns of morality embodiment in organizations and examines how these behavioral patterns affect financial performance. When firms pursue morality, they tend to consider how to incorporate socially responsible activities into their business. The motivation behind the engagement in socially responsible initiatives can be either a genuine embodiment of morality, which leads to societal benefit, or a conspicuous embodiment, which does not. Given this, we juxta- pose the two types of morality embodiment with corporate social responsibility (CSR) as strategic CSR and conspicuous CSR. We argue that these two types of CSR activity have different impacts on firm performance. We thus examine the impacts of strategic and conspicuous CSR on financial performance. The study finds that strategic CSR correlates positively with financial performance while conspicuous CSR has a negative relationship. These findings provide further insight into the relationship between CSR and financial performance.

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