The aim of this paper is to examine the social responsibility orientation (SRO) gaps between the forest industry executives and societal members in the US Pacific Northwest.
Using mail survey responses to pre‐existing SRO scales, the two samples are grouped into distinct social orientation clusters and compared based on demographic and firm characteristic variables.
The forest industry executives were found to have a significantly lower SRO than societal members, indicating a more individualistic social orientation. Demographic analyses suggested that individualistic beliefs were more prominent in males and rural residents among general society respondents. However, SRO among business executives showed no significant differences based on demographics or firm characteristics.
The research was conducted within a specific region of the USA and as such these findings may not be generalized to other regions. The paper argues that one's SRO may have an impact on one's corporate social responsibility orientation; however, this remains an area that must be empirically investigated, both within and beyond the geographic and industrial context presented here.
Previous research has shown that executives with more egalitarian orientations can be more successful and inclusive problem‐solvers and negotiators. As businesses continue to face the challenge of balancing multiple stakeholders' demands, an understanding of gaps in SRO between business executives and general society provides a preliminary basis for companies to understand their misalignment with societal values and to find appropriate ways to narrow these gaps, wherever feasible.
The study represents the first region‐specific assessment of SRO. Additionally, the originality of the study lies in examining the SRO gap between industry executives and general society. Results prompt discussion surrounding the influence of social responsibility orientation gaps on an executive's ability to balance the demands of the firm and stakeholders.
