Purpose – Perceived corporate social responsibility (CSR) reflects personal views towards CSR activities that impact emotion, attitude and behaviour. This paper aims to investigate how perceived CSR predicts innovative work behaviour (IWB). Design/methodology/approach – This study used a survey questionnaire to collect data from Gen Y 508 nurses working in the United Arab Emirates health-care sector. This study used a structural equation model to examine the study’s hypotheses. Findings – Perceived CSR was found positively and significantly related to employees’ passion at work (PAW). This study also found that PAW positively and significantly mediates the relationship between perceived CSR and IWB in the organisation. Research limitations/implications – This study’s main limitation is that it used only quantitative methodology to examine the hypotheses. Thus, this study suggests mixed-method investigations in future research. Practical implications – This study suggests that organisations should significantly engage in CSR related activities, as it increases employees’ PAW and cause IWB to be in full swing. Passionate Gen Y nurses will improve the quality of patient care services with productive, IWB. Originality/value – The study’s findings give an insight into how Gen Y nurses’ perceptions of CSR would affect their attitudinal and emotional variables. This study contributes to the knowledge domain of IWB in the organisation. Passionate Gen Y nurses will add value to the health-care system by implementing IWB.