Customers' corporate social responsibility awareness as antecedent of repeat behaviour intention

Abstract

The aim of the study is mainly to investigate the influence of hotel customers' perception and awareness of corporate social responsibility (CSR) concerning the environmental practices of hotels on the image of the establishments and on repeat behaviour intention (RBI) by said customers. Accordingly, a research model is established which allows an understanding of the underlying mechanism of perceived CSR practices, CSR awareness, hotel image and RBI. The growing interest shown by practitioners to understand the mechanism to achieve sustainable competitive advantage for hotels through their environmental policies and the scarce number of studies analysing customer CSR awareness and its influence on customer green hotels' engagement justify this study. Hence, the study strives to overcome this gap in the CSR literature. Data were collected from hotel guests who have stayed at green hotels in Spain over the last 12 months. The research model was estimated using a variance-based structural equation modelling approach. The findings achieved and future research avenues derived from the study are of great value for both theorists and managers to achieve a sustainable development. The research model proposed can be applied to other tourist agents other than hotels and provide valuable knowledge for practitioners to understand to what extent their managerial CSR practices and their effort to communicate them are perceived by their stakeholders, which in turn influence the stakeholder engagments with those agents with a greater commitment to the environment. K E Y W O R D S CSR awareness, CSR perception, environmental policy, green hotel, hotel image, repeat behaviour intention, stakeholder engagement, sustainable development

Hotel employees' corporate social responsibility perception and organizational citizenship behavior: Perceived external prestige and pride in organization as serial mediators

“…In addition to CSR‐financial performance link, researchers suggest to explore individual stakeholders' responses to these initiatives, which is called micro‐CSR studies (Aguinis & Glavas, 2012; Boğan, 2020; Rupp & Mallory, 2015). Within micro level CSR studies, mostly customers (García de Leaniz & Del Bosque Rodríguez, 2015; González‐Rodríguez & Díaz‐Fernández, 2020; Swimberghe & Wooldridge, 2014; Yin, Du, & Chen, 2020), qualified prospective employees (Boğan & Dedeoğlu, 2019a; Horng, Hsu, & Tsai, 2019), local people (Su et al, 2017; Lee, Kim, & Kim, 2018; Gursoy, Boğan, Dedeoğlu, & Çalışkan, 2019) and incumbent employees' responses to CSR practices are investigated. Extant studies have shown a positive relationship between hospitality employees' CSR perceptions and various employee outcomes such as affective organizational commitment (Wong & Gao, 2014), organizational identification (Cheema, Afsar, Al‐Ghazali, & Maqsoom, 2020; Park & Levy, 2014), employee volunteerism (Afridi et al, 2020), work engagement (Gürlek & Tuna, 2019), job satisfaction (Appiah, 2019; Boğan, Türkay, & Dedeoğlu, 2018), authenticity (Afridi et al, 2020), organizational citizenship behavior (Hur, Moon, & Choi, 2019; Kim, Rhou, Uysal, & Kwon, 2017), trust in organization (Boğan & Dedeoğlu, 2019b) pro‐environmental behavior (Cheema et al, 2020), job crafting (Hur et al, 2019), and innovative work behavior (Afridi et al, 2020).…”

How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection

“…CSR activities are vital in marketing because they create various advantages for companies, ranging from customer loyalty to financial benefits (Doh et al, 2010; González‐Rodríguez & Díaz‐Fernández, 2020; Lee & Jin, 2019; Li, Chen, & Qing, 2021). In addition, when customers have a positive perception of a company that fulfills social responsibility activities, they actively participate in corporate value co‐creation (Tuan et al, 2019).…”

Reformists, Decouplists, and Activists: A Typology of Ecocentric Management

“…Environmentally aware consumers also play a role, as they demand businesses to be more environmentally-conscious, prompting, in turn, the development of proenvironmental initiatives, further transparency and stronger links between environmental and financial performance (Diehl et al, 2016; González-Rodríguez & Díaz-Fernández, 2020; Rahman & Hughes, 2020). These consumers are part of conscious consumer markets (Cohen & Muñoz, 2017), who value a lifestyle of health and sustainability and are generally more aware of human–nature relationships (Pícha & Navrátil, 2019).…”