Can corporate social responsibility increase person organizational fit and extra role behavior that impacts sustainability

Abstract

Sustainability has become a collective responsibility, including in higher education. However, the conceptual framework for designing strategies such as corporate social responsibility (CSR) is highly complex. Integrating CSR activities into organizational governance is relatively new in higher education. Further studies are needed to place CSR into the organizational structure functionally. The research objective is to clarify the integration of CSR to improve the person organizational fit (POF) and encourage extra-role behavior. A causal study was conducted by surveying 487 staff and lecturers selected based on multistage random sampling in West Java and Banten region private universities, Indonesia. Analysis using structural equation model (SEM) with maximum likelihood estimation method. The finding is that internal and external CSR have different functions that support improving POF and extra-role behavior. External CSR helps identify values and norms that form the basis of POF. Internal CSR legitimize the values demonstrated by the institution based on the benefits felt by staff and lecturers. CSR integration encourages value congruence and feedback through extra roles in higher education institutions. The research contributions are explaining the formation of extra behavior in higher education according to the views of social identity theory and norm activation theory on the formation of employee behavior, which ultimately encourages sustainability in higher education.