Striving for Impact through Corporate Social Responsibility: Exploring Predictors, Processes and Outcomes

Abstract

Corporate Social Responsibility (CSR) initiatives and actions toward creating a better local society are often strategic approaches that companies consider vital for their success and long-term profitability. Companies engage in CSR based on various motives, with multiple factors impacting the processes and leading to different outcomes. The aim of this study is to explore the diverse predictors, processes, and outcomes of CSR, providing a deeper understanding of how organisations implement CSR from a multilevel perspective. By using a comparative qualitative research method, this study conducted semi-structured interviews with representatives from seven different companies in the Gothenburg area.

The analysis of the data revealed several key findings. Firstly, instrumental and normative motives were identified as driving motivators for CSR engagement, underlining the importance of aligning organisational values with societal responsibilities. Intrinsic motivation serves as an important individual-level predictor for CSR engagement, transferred to the organisational-level mediating effect of managerial interpretations of CSR as an opportunity. Secondly, stakeholders' collaboration and engagement enhance the impact and effectiveness of CSR initiatives. Finally, CSR initiatives lead to different outcomes, including strengthened stakeholder relations, enhanced reputation, and increased customer preference.

By aligning CSR activities with stakeholder expectations and organisational values, organisations can enhance their societal impact and contribute to sustainable development. The results of this thesis are limited to the geographical and socio- economic context of Gothenburg or similar areas and the data was collected at the organisational-level, therefore future research can further explore the multilevel interactions to better understand cross-level interaction.