This IS Gallente, where public image and rep is just as important as making money, right?
Not to mention staking claim on some resource-insignificant colony could be used as a launching point for frontier resource exploration and exploitation efforts.
Even IRL, corporations justify charitable contributions and such to their shareholders as public relations and marketing. If everybody sees you as TEH EBIL MEGACORP, your sales suffer.
Asking a corporation to be anything less than psychopathic is a good way to be disappointed-- they tend to sink to their lowest common moral denominator (call it "team player syndrome"). The trick is to encourage good behavior without requiring real dedication to even the most worthwhile causes. Corporations, with maybe rare exceptions, do not have causes; they have shareholders, profit margins, and marketing strategies.
Hence (1) I don't entirely believe that, for example, Starbucks, is as environmentally friendly and social justice-oriented as it likes to appear. However, (2) I want to incentivize good corporate citizenship, so I don't actually give a damn whether they're wholly sincere as long as they follow through and act like the sort of entity they want to be seen as.
In the Eve setting, I'd note that Caldari megcorporations in particular are a weird mutant strain off of this pattern. They are for-profit entities, but they also
are the Caldari government, so they can't operate with full traditional corporate antisocial personality disorder or their population will revolt (as recently demonstrated-- hello Tibus Heth) and they'll lose everything. I'd expect them to do a lot of stuff to keep their citizenry happy, even if it doesn't fall in line with "public relations" from any other empire's point of view. The result's probably less traditional corporation (Microsoft) and more zaibatsu or chaebol (Toyota, Samsung), only moreso.