The Impact of Multinational Sports Enterprise Employees’ Perception of Corporate Social Responsibility on Innovative Work Behavior : The Mediating Role of Organizational Trust

Innovation has evolved beyond the technological domain to become a core strategic driver of enterprise development. This study examines how employees’ perceptions of corporate social responsibility (CSR) shape such innovative behavior and tests the mediating role of organizational trust as a micro-level psychological pathway. Using cross-sectional survey data from employees of multinational sports enterprises, we estimate a mediation model to identify the mechanisms linking CSR and innovation. The results show that CSR perceptions are positively associated with employee innovative behavior and that organizational trust significantly mediates these relationships. By situating the analysis within the distinctive context of multinational sports enterprises, this study advances existing knowledge on the CSR-innovation connection and offers practical guidance for human resource management and the cultivation of employee innovation amid the interplay of globalization and localization.