Moral responsibility

Physics

Corporate social responsibility

Sociology

Business

Morality

Corporate identity

Immorality

Identity (music)

Hospitality

Marketing

Political science

Tourism

Psychology

Acoustics

Public relations

Social psychology

Current Issues in Tourism

This study draws from the hospitality sector to examine how hotel employees use their self-perceived moral identity to inform their CSR implementation practices. Specifically, we employ a practice-based approach to investigate how skills, resources and meanings of CSR as a morally determined concept manifest in employee CSR actions. Study findings reveal that hotel employees' behaviours towards CSR implementation is not necessarily consistent with their self-perceived moral identity, identifying two forms of practices undertaken by employees: (a) immersing in CSR implementation by propagating morality and (b) avoiding CSR implementation by concealing immorality. The study offers a matrix of moral identity and CSR employee behaviour, which illustrates four different types of employees encapsulating their CSR behavioural spectrum. The study concludes with a discussion of the relevant theoretical and practical implications.

Corporate social responsibility and employee moral identity: a practice-based approach