Authenticity in Corporate Social Responsibility: Conceptualizing Employee Perceptions of CSR and Greenwashing in Indian Banking

Abstract

The present paper develops a conceptual framework to analyze employee perception toward Corporate Social Responsibility (CSR), with a specialized emphasis on distinguishing genuine CSR from greenwashing practices within the Indian banking sector. As global and domestic pressures mount for financial institutions to demonstrate ethical and sustainable operations, CSR has transitioned from a peripheral philanthropic activity to a core strategic tool for reputation building and the cultivation of stakeholder trust. However, the proliferation of greenwashing—the act of making false, exaggerated, or misleading claims regarding environmental and social impact—poses a significant threat to organizational integrity. This study synthesizes literature alongside empirical observations to propose a model explaining how CSR authenticity serves as a primary driver of employee trust, motivation, job satisfaction, and organizational loyalty. Through a mixed-methods approach utilizing descriptive and exploratory research designs, the study identifies critical predictors of employee perception, including transparency, environmental commitment, ethical governance, and employee involvement. The findings underscore that while authentic CSR fosters positive workplace behaviors and enhances retention, greenwashing triggers skepticism, work alienation, and disengagement.