Merchandising/Marketing/Retailing: Management

Ripple Effects of the Deviation between Employees’ Expectations Toward Corporate Sustainability and Perceived Performance.

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Abstract

Corporate social responsibility (CSR) is one of the most important and essential strategies for today’s corporations to implement. However, CSR approaches may vary. These discrepancies can cause employees, as internal stakeholders, to experience a gap between their expectations as to what CSR standards the industry should achieve, and their perceptions toward their own firms’ CSR performance (i.e, CSR perception gap). This study aimed to empirically examine how a CSR perception gap reduces employees’ commitment. Amongst the various fashion brands that were recognized as the Global 100 Most Sustainable Companies in the World, ZARA and H&M were selected for this study. The findings of this study indicated that a higher CSR perception gap between expectations and perceived performance of CSR negatively influenced the participants’ organizational commitment. Also, organizational commitment increases organizational citizenship behavior, while significantly decreasing turnover intentions. However, the study found that as the number of people with whom the participants’ interacted in their department increased, the negative effect of the gap on organizational commitment became greater.

Keywords: organizational commitment, organizational citizenship, turnover intention, department size effect, corporate social responsibility

How to Cite:

Lee, S., Jung, S. & Ha-Brookshire, J. E., (2020) “Ripple Effects of the Deviation between Employees’ Expectations Toward Corporate Sustainability and Perceived Performance.”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12193