Abstract
A region is not only the source of a company’s management resources, but is also the social space in which its employees live. Therefore, it is essential for regional companies to balance the “social demand” of solving local social issues with the “economic demand” of improving their corporate performance. This study focuses on the relationship between interest in social issues and work motivation, and proposes the existence of community-oriented motivation as a type of prosocial motivation. Then, while further considering it as new type of work motivation, this study investigates the factors that affect attitudes toward eco-commuting as a social demand.The results indicate that interest in social issues improves community-oriented motivation, and it improves attitudes toward eco-commuting, and the also existing work motivation, leading to improving the corporate performance. This suggests the possibility that social and economic demands for regional companies can be reconciled.
