Korean Journal of Culture and Social Issue (한국심리학회지 : 문화 및 사회문제)

Korean Psychological Association of Culture and Social Issues (한국문화및사회문제심리학회)
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The Effect of CSR Authenticity on Organizational Attractiveness for Job seekers: Value Congruence as a Mediator and Moral Identity as a Moderator

CSR 진정성이 구직자의 조직매력도에 미치는 영향: 가치일치성의 매개효과와 도덕적 정체성의 조절효과

  • Received : 2024.01.05
  • Accepted : 2024.04.11
  • Published : 2024.05.31
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Abstract

Due to the expanding roles of corporations, the significance of Corporate Social Responsibility (CSR) has escalated, fostering continued efforts for organizations to integrate CSR into the context of recruitment. Additionally, demand for CSR authenticity is increasing. Damaged CSR authenticity can give rise to negative consequences, but research on the CSR authenticity is lacking, particularly within the realms of job search and recruitment. Consequently, this study aimed to investigate whether organizational attractiveness varies with CSR authenticity (high CSR authenticity, low CSR authenticity, and control conditions) through a scenario design. Additionally, the study examined the mediating effects of value congruence, as well as the moderating effect of moral identity in this relationship. Conducted among 300 undergraduate students, the results indicated that the organizational attractiveness was highest in the high CSR authenticity condition, followed by the control condition, and the lowest in the low CSR authenticity condition. However, the difference between the high CSR authenticity condition and the control condition was not statistically significant. PROCESS macro was employed to analyze the mediating model of value congruence. The results revealed that the mediating effect of value congruence was significant across all conditions. In sequence, examining the moderating effect and the moderated mediating effect of moral identity, it was found that these effects were significant in the high CSR authenticity condition in comparison to the other conditions. The findings of this study suggest the importance of considering CSR authenticity in the context of job search and recruitment and also, provides an insight into the mechanism through which CSR authenticity influences organizational attractiveness.

기업의 역할이 확대되면서 기업의 사회적 책임(Corporate Social Responsibility; CSR)의 중요성이 증대되고 있으며, 여러 조직이 CSR을 채용의 맥락에서 활용하려는 시도가 지속되고 있는 동시에, CSR 진정성에 대한 요구가 커지고 있다. 저해된 CSR 진정성은 조직에 부정적인 결과를 초래할 수 있으나, 이에 관한 연구는 미비한 실정이며, 특히나 구직 및 채용맥락에서는 더욱 부족하다. 따라서, 본 연구는 시나리오 설계를 통해 CSR 진정성(높은 CSR 진정성 조건, 낮은 CSR 진정성 조건, 통제조건)에 따라 조직매력도가 달라지는지를 확인하고자 했으며, 이 관계에서 가치일치성의 매개효과와 도덕적 정체성의 조절효과를 탐구하였다. 국내 대학생 300명을 대상으로 연구를 진행하였으며 그 결과, 높은 CSR 진정성 조건에서 가장 높은, 통제 조건에서 중간의, 낮은 CSR 진정성 조건에서 가장 낮은 조직매력도를 보였으나, 높은 CSR 진정성 조건과 통제조건의 차이는 통계적으로 유의하지 않았다. PROCESS macro를 이용하여 가치일치성의 매개모형을 분석하였다. 그 결과, 가치일치성의 매개효과는 통계적으로 유의하였다. 다음으로, 도덕적 정체성의 조절효과와 조절된 매개효과를 확인한 결과, 높은 CSR 진정성 조건과 다른 조건의 대조에서 가치일치성과의 관계를 조절하였다. 본 연구 결과는 CSR 진정성을 구직 및 채용맥락에서도 고려해야 할 필요성을 시사하며, CSR 진정성이 조직매력도에 영향을 미치는 기제에 대한 통찰을 제공한다.

Keywords

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