Perception of Ethicality of CSA on Employees’ Advocacy and Ethical Behavior: The Role of Positive Emotional Response and Perceptions of Organization Congruence

Abstract

Corporate Social Advocacy (CSA) has increasingly gained popularity in today’s workplace, yielding diverse outcomes for employees and organizations. Grounded in Social Learning Theory, this study explores CSA efforts on racial diversity and examines its impact on employees’ behaviors in the workplace. By conducting an online survey with 401 full-time U.S. employees, the study found that employees’ perceptions of the ethicality of CSA encourage their acceptance of diversity and advocacy for companies’ CSA actions. Furthermore, the study revealed that employees’ perceptions of ethicality are shaped by their views on both the CSA issue and the organization’s image. Specifically, positive emotions toward the CSA issue and perceptions of congruence between the organization and the social causes advocated by the CSA play a significant role. Theoretical and practical implications for public relations and the CSA actions are discussed.