Thriving in Internal CSR-Driven Service Organisations: The Role of Embeddedness, Moral Meaningfulness and Intrapreneurship

In service-intensive, compliance-driven settings such as banking, identifying how internal corporate social responsibility (ICSR) fosters employees’ vitality and learning is crucial for sustainable organisational performance. Amid growing interest in employee thriving, this study explores how perceived internal corporate social responsibility (PICSR) and moral meaningfulness (MM) shape thriving at work (TaW) through organisational embeddedness (OE). Rooted in self-determination theory, the findings reveal OE as a key mediator between PICSR and TaW, shedding light on how ICSR initiatives influence employee dynamics. The study also reveals that MM alone does not significantly predict TaW directly, but does so indirectly through OE, highlighting the importance of contextual mechanisms. Additionally, it identifies a surprising negative moderating effect of risk-taking, one dimension of intrapreneurial behaviour (IB), on the relationship between OE and TaW, while innovativeness, another dimension, shows no such effect. Theoretical and practical implications underscore the importance of aligning ICSR practices with employees’ psychological needs, supporting moral alignment, and tailoring support for intrapreneurs. Organisations must achieve a balance between autonomy and security to sustain engagement and innovation, advancing human and organisational sustainability, ultimately leading to thriving.