Promoting the advocacy behavior of customers through corporate social responsibility: The role of brand admiration

Ullah, Zia; AlDhaen, Esra; Siddique, Irfan

doi:10.1111/basr.12320

Cited by 16 publications

(3 citation statements)

References 100 publications

(134 reference statements)

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“…Studies suggest personal reference values impact emotional responses during consumer assessments and decision-making (Agost & Vergara, 2014). Owing to their stable nature, values attract scholars seeking to understand them (Ahmad, Ullah, Aldhaen, & Siddique, 2023;Stern, 2000). Such interest is driven by the assumed universality of human values across cultures (Schwartz, 2007).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Ahmad,

Siddique

2023

Corp Soc Responsibility Env

Self Cite

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Tourism and hospitality are at a critical crossroads that offer great economic potential but also pose significant challenges, including market complexity and intense competition. Recognizing consumers' pivotal role in achieving service excellence, this study emphasizes the importance to understand how corporate social responsibility (CSR) shapes their behavior, especially concerning brand advocacy behavior (BADB), a critical factor of service excellence. As a primary objective, this study seeks to bridge the existing literature gap on the relationship between CSR and BADB in the hospitality context of a developing country. Furthermore, the research expands its focus on how consumers' emotions and values mediate and moderate their BADB. This includes an examination of two mediating variables: brand admiration (BAD) and consumers' engagement (CENG), and altruistic values (ALVS) as a potential moderator. Through comprehensive data collection via a self‐administered questionnaire from hospitality consumers and the subsequent structural model analysis, the research provides compelling evidence that CSR positively influences BADB. Also, BAD and CENG are established as mediators, and ALVS is confirmed as a moderating factor. The practical implications are far‐reaching, suggesting that CSR efforts in the hospitality sector can significantly shape positive consumer psychology and bolster their advocacy intentions. These findings are vital for decision‐makers and practitioners seeking to improve their consumer engagement strategies and establish a competitive advantage. Further, this study illuminates a path towards a more sustainable and consumer‐centric approach in the hospitality industry.

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Section: Hypotheses Developmentmentioning

confidence: 99%

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Ahmad,

Siddique

2023

Corp Soc Responsibility Env

Self Cite

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“…This study intends to fill the knowledge gap by bringing out empirical proof of how CSR impacts employee food-waste reduction and, thus, tends to generate applicable information to help enrich our understanding of the subject. The study also focuses on the psychological factors of moral attitude and employee admiration, as well as their role as mediators in the CSR framework, proposing that they are the most important factors in influencing employees' behavior in terms of food-waste reduction [16,17]. In addition to that, we also investigate the moderating effect of climate-change awareness on the connection between CSR, moral attitude, employee admiration, and food-wastereduction behavior.…”

Section: Introductionmentioning

confidence: 99%

The Power of Responsibility: Unlocking the Potential of CSR in Hospitality’s Fight against Food Waste

Ma,

Brugni,

Hector

et al. 2024

Sustainability

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This research focuses on the significant role of Corporate Social Responsibility (CSR) in shaping employees’ behavior towards the reduction of food waste in the hospitality industry that has been under scrutiny for its environmental impact. The study aimed at understanding how CSR, coupled with employees’ moral attitudes, admiration for their organization, and climate change awareness influences sustainable practices by realizing the complex interplay between company initiatives and personal psychology. The participants were staff members who worked in several hotels in China where there were active CSR programs. Using established scales, we collected 422 valid responses over three waves to strengthen our data collection process. Empirically, it was found that CSR directly influenced food-waste-reduction behavior. Additionally, it was discovered that this relationship was mediated by moral attitudes and employee admiration as well as moderated by awareness of climate change. The findings have substantial theoretical implications regarding the interaction between emotional and cognitive factors within the CSR framework to influence behavior among employees. This paves the way for creating well-rounded strategies that appeal to staff and encourage sustainability in the hotel business. While focused on China’s hospitality industry, this research creates room for future studies in other places around the world using various methods. The conclusions drawn underline the critical role of CSR in promoting environmental sustainability in the hospitality industry, providing a pathway for organizations to engage employees in meaningful and impactful sustainability initiatives.

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“…Corporate social responsibility (CSR) initiatives, especially those targeting ecological preservation, can bolster the responsible behaviors of individuals [ 11 , 12 ]. When organizational values and CSR align with individual behaviors, a culture prioritizing sustainability emerges [ 13 , 14 ].…”

Section: Introductionmentioning

confidence: 99%

Green sustainability in the hotel sector: The role of CSR, intrinsic green motivation, and personal environmental norms

Meng,

Bhatti,

Naveed

et al. 2024

PLoS ONE

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In the context of the United Nations Sustainable Development Goals (UN-SDGs), this study accentuates the role of the tourism and hospitality sector in promoting sustainability. The primary purpose is to unravel the relationship between corporate social responsibility (CSR) and energy-specific sustainable behavior of employees (ESBE), with particular emphasis on the mediating roles of green intrinsic motivation and personal environmental norms. Utilizing a three-wave data collection approach, we secured 325 valid responses from sector employees at various levels (manager-non managers) and applied Structural Equation Modeling through the SMART-PLS tool to assess the hypothesized relationships. The findings highlight a pronounced interconnection between CSR, ESBE, and the designated mediating variables. These results not only augment the academic literature by illustrating the psychological underpinnings bridging CSR to ESBE, but also equip the tourism and hospitality industry with actionable insights. Through informed CSR initiatives aligned with employee values, the sector can galvanize sustainable behaviors and create business models that resonate with the aspirations of the UN-SDGs, pointing the way to a more sustainable industry.

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Promoting the advocacy behavior of customers through corporate social responsibility: The role of brand admiration

Cited by 16 publications

References 100 publications

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

The Power of Responsibility: Unlocking the Potential of CSR in Hospitality’s Fight against Food Waste

Green sustainability in the hotel sector: The role of CSR, intrinsic green motivation, and personal environmental norms

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