Sustainability of Hotel, How Does Perceived Corporate Social Responsibility Influence Employees' Behaviors?

This study sought to explore the influence of perceived corporate social responsibility (CSR) on organizational identification and organizational commitment. Based on extensive literature review, the theoretical model was proposed. Perceived CSR was developed as the determinant, organizational identification as the mediator, and organizational commitment as the outcome. Targeting highly educated employees, this study surveyed employees with bachelor degrees or above. A total of 836 data were collected, and structural equation modeling was analyzed with statistical software AMOS 21.0 software. The findings indicated that perceived CSR contributed positively to organizational identification and commitment. Apart from the direct positive effect on organizational commitment, organizational identification also mediated the relationship between perceived CSR and employee loyalty. The study highlighted the importance of fulfilling social responsibilities, encouraged managers to understand young well-educated employees from different perspectives, and also shed light on performing effective human resource management (HRM) activities, which can meet the UN Sustainable Development Goals and accelerate the related development in tourism and hospitality.