Construction of a corporate social responsibility identity within enterprises that distribute agricultural products in Hubei Province, China

A corporate social responsibility (CSR) identity is a critical factor that enables enterprises to fulfill their social responsibilities. A study on the process whereby corporate executives within enterprises that distribute agricultural products construct a CSR identity can provide important insights into the historical trajectory of CSR’s development in China. We conducted a qualitative study on executives’ CSR identities within enterprises that distribute agricultural products to explore processes of identity reconstruction. Our findings indicated that continuous communication between the enterprises and stakeholders prompted senior managers within the enterprises to develop rational tools and a strategy for promoting sustainable development as well as to establish and strengthen social and value-based identities. Efficiency-balanced calculations based on an instrumental rationality were found to be key drivers of this process. In addition, critical factors contributing to the development and maintenance of social identities within enterprises were capacities for spontaneous reflection, interactive feedback, and an identity based on group membership. Strong associations were forged between CSR-related social and value identities within enterprises through an internal mechanism entailing the cultivation of self-discipline, heteronomy, and the construction of emotional meanings. The study’s findings indicate that CSR identities are not static; rather, they evolve in conjunction with the sustainable development of enterprises. In addition to identifying the mechanism for the construction of CSR identities in China, this study also provides insights that can guide CSR reforms in China.