The Future of Corporate Social Responsibility (CSR) and Workplace Behaviour: Understanding the Role of Gender Role Orientation in Employee Citizenship of the Indian Banking Sector

Abstract

Purpose: This research examines how Organisational Citizenship Behaviour (OCB) and Corporate Social Responsibility (CSR) interact in the Indian banking industry, with a particular emphasis on pertaining to Gender Role Orientation influences how employees react to CSR programs. It fills in three major gaps: the lack of studies on CSR-OCB in Indian banking, the influence of gendered value orientations on CSR-driven OCB, and practical advice for banks on how to customise CSR programs for managerial involvement.   Research Design and Methodology: The study employed a purposeful sample of 344 employees from several public and private sector banks in India to conduct a quantitative survey. Measurement scales were adapted for CSR, OCB and GRO from established literature. To evaluate the direct impacts (CSR → OCB) and the moderating influence of GRO on this path, data were analysed using Smart PLS structural equation modelling, estimating route coefficients, t-values, and p-values using bootstrapping techniques.   Research limitation/ implication: Future studies may use multi-source data and longitudinal approaches. The results imply that in order to optimise their behavioural impact, bank executives should incorporate gender-appropriate training and communication in CSR initiatives.   Originality/ Values: It provides new insights into how cultural-psychological variables influence the effectiveness of CSR initiatives in service organisations by bridging the gap between social exchange and role theories. It provides banking professionals with useful, research-based advice on how to adjust CSR tactics to fit the cultural and psychological characteristics of their staff, which will eventually result in an improved, engaged and civic-minded workforce.