Article: Untangling the mystery of employee happiness in the FMCG sector: the role of corporate social responsibility, environmental self-identity and corporate image Journal: International Journal of Business and Globalisation (IJBG) 2026 Vol.42 No.2 pp.29 - 54 Abstract: Drawing on stakeholder theory and self-identity theory, this study examines the mediating role of corporate image in the relationship between corporate social responsibility (CSR), environmental self-identity, and employee happiness (EH) in the FMCG sector of India. The structured, closed-ended questionnaire was distributed to employees working in five large multinational organisations in the FMCG sector in India. A total of 238 completed questionnaires were returned and used for the final data analysis. Partial least squares structural equation modelling (PLS-SEM) was employed to analyse the data. The results reveal that CSR is significantly and positively related to EH. Conversely, environmental self-identity was found to be an insignificant predictor of the EH. Furthermore, corporate image stabilised as a significant mediating variable between CSR, environmental self-identity and EH. This study suggests that organisations operating in the FMCG sector should harness CSR programmes and implement them through employees. This study extends the existing literature by integrating stakeholder theory and self-identity theory with employee psychometrics, linking to their well-being. Practically, it provides actionable insights for FMCG firms to design impactful CSR strategies that align with employee values, foster a positive corporate image, and ultimately promote a happier, more engaged workforce. Inderscience Publishers - linking academia, business and industry through research

Title: Untangling the mystery of employee happiness in the FMCG sector: the role of corporate social responsibility, environmental self-identity and corporate image

Authors: Abdul Rauf; Sheifali Jamwal; Maria Saleem; Usman Ahmad; Kashif Akram

Addresses: School of Business, Wittenborg University of Applied Sciences, Apeldoorn, Netherlands ' Wittenborg University of Applied Sciences, Apeldoorn, Netherlands ' Social Matters Research Group, Universidad Loyola Andalucía, Córdoba, Spain ' Wittenborg University of Applied Sciences, Apeldoorn, Netherlands ' School of Leadership and Business Management, The Islamia University of Bahawalpur, Pakistan

Abstract: Drawing on stakeholder theory and self-identity theory, this study examines the mediating role of corporate image in the relationship between corporate social responsibility (CSR), environmental self-identity, and employee happiness (EH) in the FMCG sector of India. The structured, closed-ended questionnaire was distributed to employees working in five large multinational organisations in the FMCG sector in India. A total of 238 completed questionnaires were returned and used for the final data analysis. Partial least squares structural equation modelling (PLS-SEM) was employed to analyse the data. The results reveal that CSR is significantly and positively related to EH. Conversely, environmental self-identity was found to be an insignificant predictor of the EH. Furthermore, corporate image stabilised as a significant mediating variable between CSR, environmental self-identity and EH. This study suggests that organisations operating in the FMCG sector should harness CSR programmes and implement them through employees. This study extends the existing literature by integrating stakeholder theory and self-identity theory with employee psychometrics, linking to their well-being. Practically, it provides actionable insights for FMCG firms to design impactful CSR strategies that align with employee values, foster a positive corporate image, and ultimately promote a happier, more engaged workforce.

Keywords: corporate social responsibility; CSR; environmental self-identity; employee happiness; fast-moving consumer good; FMCG.

DOI: 10.1504/IJBG.2026.154064

International Journal of Business and Globalisation, 2026 Vol.42 No.2, pp.29 - 54

Received: 16 Nov 2025
Accepted: 24 Mar 2026
Published online: 10 Jun 2026 *

Title: Untangling the mystery of employee happiness in the FMCG sector: the role of corporate social responsibility, environmental self-identity and corporate image

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