Corporate social responsibility in Turkish Airline industry: A"New Institutional Theory" based approach

The main objective of this study, the cause of diffusion of corporate social responsibility practices in airline organizations in Turkey and reveals the adoption form. In this research, the basic assumptions of the new institutional theory are used to achieve this goal. The study area is formed of 8 airline organization operating in Turkey. Qualitative research method was adopted in this study and primary and secondary data were used. All data were analyzed inductively with NVivo 12 program. As a result of the research, legal responsibilities of these organizations; It was determined that it was realized through state logic, regulatory institutional pressures, and the search for pragmatic legitimacy and there was coercive isomorphism between these practices. Ethical responsibilities; professional logic, normative institutional pressures, seeking moral legitimacy and normative isomorphism among these practices. Responsibilities in the dimension of philanthropic; market and society logic, but market logic plays the role of dominant institutional logic. These activities are carried out with regulatory institutional pressures and the search for pragmatic legitimacy and are used by organizations as a means of corporate communication and marketing communication. Therefore, the concept of "philanthropic" has a ceremonial meaning, which is used as a myth that does not reflect reality, expresses a seromonic meaning. Keywords: New institutional theory, Corporate social responsibility, Institutional logic, Legitimacy, Philanthropic