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<p>This study investigates the effect of air pollution on corporate social responsibility (CSR) activities, with a specific focus on the moderating role of innovation. While firms are increasingly expected to balance profit with societal well-being, limited research has explored CSR responses directly related to air pollution, particularly in emerging economies. Addressing this gap, the primary objective of this research is to examine the impact of particulate matter (PM2.5​) air pollution and its interaction with innovation on the CSR initiatives of a sample of South African firms listed on the Johannesburg Stock Exchange (JSE) between 2010 and 2019. Employing a dynamic two-step System Generalized Method of Moments (GMM) approach to mitigate endogeneity concerns, the key findings reveal a robust positive link between air pollution and CSR engagement, suggesting that when managers face severe environmental crises consistent with the "seeing is believing" hypothesis, they are motivated to increase their firms' CSR endeavors. Furthermore, innovation significantly mitigates this positive association between PM2.5​ and CSR activities, implying that technological advancements can reduce the necessity for reactive social spending or enhance the efficiency of environmental CSR efforts. The influence of traditional financial performance on overall CSR is found to be largely limited, except when considering its impact on environmental CSR (CSRENV​) within the context of the innovation and PM2.5​ interaction. This research contributes to CSR theory by providing novel empirical evidence from a vital emerging market context, concluding that visible environmental stress is a powerful catalyst for corporate social action, but the effectiveness and nature of this action are critically shaped by a firm's commitment to innovation. Policy implications advocate for governments to incentivize green innovation and enforce stringent regulations that target air pollution-specific CSR practices to foster sustainable solutions. This study contributes to CSR theory and holds implications for both businesses and environmental advocates.</p>

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Exploring the Effect of Air Pollution on Corporate Social Responsibility: Insights from South Africa

  • 期刊论文

  • 发表日期：

    2026年2月16日

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  • Jean Baptiste Bernard Pea-Assounga,
  • Hongxing Yao,
  • Dalia Ayme Opoko Apendi,
  • Prince Dorian Rivel Bambi

摘要

This study investigates the effect of air pollution on corporate social responsibility (CSR) activities, with a specific focus on the moderating role of innovation. While firms are increasingly expected to balance profit with societal well-being, limited research has explored CSR responses directly related to air pollution, particularly in emerging economies. Addressing this gap, the primary objective of this research is to examine the impact of particulate matter (PM2.5​) air pollution and its interaction with innovation on the CSR initiatives of a sample of South African firms listed on the Johannesburg Stock Exchange (JSE) between 2010 and 2019. Employing a dynamic two-step System Generalized Method of Moments (GMM) approach to mitigate endogeneity concerns, the key findings reveal a robust positive link between air pollution and CSR engagement, suggesting that when managers face severe environmental crises consistent with the "seeing is believing" hypothesis, they are motivated to increase their firms' CSR endeavors. Furthermore, innovation significantly mitigates this positive association between PM2.5​ and CSR activities, implying that technological advancements can reduce the necessity for reactive social spending or enhance the efficiency of environmental CSR efforts. The influence of traditional financial performance on overall CSR is found to be largely limited, except when considering its impact on environmental CSR (CSRENV​) within the context of the innovation and PM2.5​ interaction. This research contributes to CSR theory by providing novel empirical evidence from a vital emerging market context, concluding that visible environmental stress is a powerful catalyst for corporate social action, but the effectiveness and nature of this action are critically shaped by a firm's commitment to innovation. Policy implications advocate for governments to incentivize green innovation and enforce stringent regulations that target air pollution-specific CSR practices to foster sustainable solutions. This study contributes to CSR theory and holds implications for both businesses and environmental advocates.