Volunteering sustainability: An advancement in corporate social responsibility conceptualization

In order to meet the versatile expectations of stakeholders, enterprises need philanthropic representation in communities. This research aims to empirically investigate the employee‐specific viability of potential philanthropic initiatives of wholly foreign‐owned enterprises to delineate volunteering sustainability. It covers five potential internal and external volunteering initiatives—matchmaking, marriage arrangement, and poverty alleviation through skill development, anti‐sexual harassment awareness campaign and assistance to low paid workers, and finds the impact of intrinsic motivation for volunteering in proposed volunteering programs on employee's vital attitudes. By taking self‐determination theory, the extensive literature review of intrinsic motivation of employees and analysis of triple bottom line theory, the corporate social responsibility (CSR) and human resource management model proposed by Hao, Farooq, and Zhang (2018) has been empirically tested after collecting the data from 507 employees of sample wholly foreign‐owned enterprises.With ontological and epistemological assumptions in pragmatist stance, this research employed Qual plus Quan approach. HMLR was performed followed by PROCESS using SPSS for determining information technology usage moderation effects and partial mediation of organizational pride. The findings guide that moderated mediation effects of intrinsic motivation for volunteering in the same program are significant in the same direction for two employee attitudes; however, motivation has multifarious effects. The main theoretical implication is the CSR program specification of intrinsic motivation. The findings practically imply that companies should determine the intrinsic motivation of employees before designing volunteering programs. This research contributes to self‐determination theory by integrating the “people” tier of triple bottom line establishing the link of satisfaction to the intentional CSR activities.