Corporate social responsibility and employee moral identity: a practice-based approach

This study draws from the hospitality sector to examine how hotel employees use their self-perceived moral identity to inform their CSR implementation practices. Specifically, we employ a practice-based approach to investigate how skills, resources and meanings of CSR as a morally determined concept manifest in employee CSR actions. Study findings reveal that hotel employees’ behaviours towards CSR implementation is not necessarily consistent with their self-perceived moral identity, identifying two forms of practices undertaken by employees: (a) immersing in CSR implementation by propagating morality and (b) avoiding CSR implementation by concealing immorality. The study offers a matrix of moral identity and CSR employee behaviour, which illustrates four different types of employees encapsulating their CSR behavioural spectrum. The study concludes with a discussion of the relevant theoretical and practical implications.