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    題名: Proactive and reactive corporate social responsibility: antecedent and consequence
    作者: Chang, Ching-Hsun
    貢獻者: 淡江大學企業管理學系
    關鍵詞: Green organizational culture;Green product innovation performance, Proactive corporate social responsibility;Reactive corporate social responsibility
    日期: 2015-03-01
    上傳時間: 2015-04-16 14:28:31 (UTC+8)
    出版者: Bingley: Emerald Group Publishing Ltd.
    摘要: Purpose – The purpose of this paper is to develop an original framework to explore corporate social
    responsibility (CSR) plays a mediation role between green organizational culture and green product
    innovation performance.
    Design/methodology/approach – This study divides CSR into proactive CSR and reactive CSR.
    This research employs an empirical study by means of the questionnaire survey method to verify the
    hypotheses and to explore its managerial implications in Taiwanese manufacturing companies.
    Structural equation modeling is applied to verify the research framework.
    Findings – The empirical results verify that green organizational culture positively affects proactive
    CSR and green product innovation performance. This study shows that proactive CSR mediates the
    positive relationship between green organizational culture and green product innovation performance,
    but reactive CSR does not. Green organizational culture is a driving force for proactive CSR and
    green product innovation performance. Organizational members in Taiwanese companies are
    exposed to green organizational culture which influences CSR activities. Moreover, this study verifies
    that proactive CSR of large companies are significantly higher than those of small and medium
    enterprises (SMEs).
    Research limitations/implications – There are three limitations of this study. First, this study
    verifies the hypotheses by means of questionnaire survey which only includes cross-sectional data.
    Second, this study utilize self-reported data may suffer the problems of common method variance.
    Third, this study applies a “five-point Likert scale” ranging from 1 to 5 to measure the constructs.
    Future research can apply a “seven-point Likert scale” to measure the constructs and compare with
    this study to test the significance of the variability of the data. There are two implications emerging
    from the study. First, proactive CSR has a positive effect on green product innovation performance,
    but reactive CSR does not. Second, green organizational culture is a driving force for proactive CSR and
    green product innovation performance.
    Originality/value – This study summarizes the literature of CSR into a new managerial framework
    and highlights the importance of proactive CSR. Therefore, green organizational culture cannot only
    affect green product innovation performance directly, but also influence it indirectly via proactive
    CSR in the Taiwanese manufacturing industry. Taiwanese manufacturing companies can increase
    their green organizational culture and proactive CSR to enhance their green product innovation
    performance. This study also explores that proactive CSR of large companies are significantly higher
    than those of SME.
    關聯: Management Decision 53(2), pp.451-468
    DOI: 10.1108/MD-02-2014-0060
    顯示於類別:[企業管理學系暨研究所] 期刊論文

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