The Impact of CSR on Positive Emotion. Multiple Regression Analysis

  • Deepak Subba Research Scholar, Department of Management Studies Indian Institute of Technology, Roorkee Uttrakhand, India
Keywords: CSR, Positive Emotion


Over the decades, corporate social responsibility (CSR) has been viewed from different perspectives like ethics, marketing, human resource management, and organizational behaviour by scholars across the globe. The purpose of this study is to examine the effect of CSR activities on positive emotions in Asian
developing countries, mainly, India. This study was conducted among the managers of insurance companies across the Northeast states of India. A sample of 235 managers was collected, and multiple regression analysis was performed for analyzing the data. In this study, the proposed hypotheses proved effective. The
results indicated that CSR activities related to social and non-social, employees, government and customers induce positive emotions among the members of organization. This study gives new insight to the practitioners as well as researchers. It shows the possible ways by means of which CSR actions influence
positive emotions that provide a new insight to the existing body of knowledge. The findings also encouraged managers to rethink about their CSR policies for inducing pro-social behavior among their employees.