How authenticity of corporate social responsibility affects organizational attractiveness: Stakeholder perceptions of organizational ideology

Abstract

Despite the impact of ideologies on corporate social responsibility (CSR) little is known whether the authenticity of CSR can be assessed in the face of ideological tensions. Following cognitive dissonance and attribution theories this study investigates the impact of CSR authenticity which is conceptualized as a function of (1) the ideological fit between company and its CSR initiative and (2) the perceived motive of an ideologically distinct initiative on organizational attractiveness. Findings of a survey on 253 respondents reveal that while both dimensions of CSR authenticity affect organizational attractiveness the fit between company and its CSR has a higher effect than does the social motive of CSR. Moreover positive attitudes toward the CSR initiative as well as the company itself both mediate theserelationships. The study shows taking an ideological perspective in authenticity is a relevant approach to understand CSR in the politically polarized contexts of most countries.