TAF PUBLISHING

The nature of social conditions, relationships, citizenship, and information flow has changed from a moral and legal perspective to a digital one in the information and technology age, when the "physical" and "digital" worlds are combined. These days, digital and techno-ethical principles influence how organisations and their members operate, communicate, behave, and govern. The study makes the assumption that corporate social responsibility is predicted by techno-ethical orientation through the regulation of digital citizenship behaviour (DCB), which is based on social cognitive theory. The study also suggests that the proposed association is moderated by each of the DCB dimensions: online civic engagement (OCE) and online respect (OR). The study investigated the relationship between innovation performance and corporate social responsibility and techno-ethical orientation. The study involved 220 call center workers in Amsterdam, Netherlands. Structured and validated questionnaires were used to collect the replies. Longitudinal data was collected and 15 days interval between each time. Robust metrics of correlation, regression, validity (convergent and discriminant validity), and reliability (Cronbach's alpha and composite reliability) were used in the analysis. The software SmartPLS 3.0 used structural equation modelling (SEM) to test and analyse the moderating effect of digital citizenship behaviour. The findings show that techno-ethical orientation positively influenced on corporate social responsibility. R2 values showed 53.2% variation in corporate social responsibility, 59.7% variation in product innovation and 72.7% variation in process innovation. However, mediation analysis by SmartPLS shows corporate social responsibility among techno-ethical orientation and innovation performance. Although, moderation analysis of digital citizenship behaviour on corporate social responsibility and innovation performance. Through digital citizenship behaviour, this study illustrates a novel aspect of technological ethics that encourages the institutionalization of corporate social responsibility. This study is the first to investigate how CSR and techno-ethical orientation interact. Although a number of earlier aspects of ethical behaviour have been studied, the outcomes of employees' techno-ethical behaviour within a business have not yet been investigated.