ABSTRACT

Recently the hotel industry has been facing immense pressure from several stakeholders, including the government, society, and consumers, to reduce the adverse impact of their activities on the environment. To respond to this pressure, hotels have started implementing various strategies to mitigate their detrimental environmental impact, and one of the strategies is to boost consumers’ green behavior. However, there is limited knowledge about the decision-making process behind consumers’ green behavior in hotels. Hence, this study aims to provide new insights and fill this critical research gap by exploring why and how hotels’ perceived Corporate Social Responsibility (CSR) initiatives influence consumers’ green behavior. To achieve this objective, the study investigates the mediating role of consumer engagement and positive emotions and the moderating role of altruistic values on the relationship between CSR and consumer engagement and positive emotions. Data is collected through a structured survey of hotel consumers in Pakistan. The results show that consumers’ positive emotions and engagement mediate the effect of hotels’ perceived CSR initiatives on consumers’ green behavior. Moreover, the study confirms that altruistic values moderate the relationship between CSR, positive emotions, and consumer engagement. Theoretical and managerial implications are also discussed at the end of the paper.

摘要

近年来，酒店业面临着来自政府、社会和消费者等多个利益相关者的巨大压力，要求其减少其活动对环境的不利影响。为了应对这种压力，酒店已开始实施各种策略来减轻对环境的不利影响，其中一项策略就是促进消费者的绿色行为。然而，人们对酒店消费者绿色行为背后的决策过程了解有限。因此，本研究旨在通过探索酒店的企业社会责任 (CSR) 举措为何以及如何影响消费者的绿色行为，提供新的见解并填补这一关键的研究空白。为了实现这一目标，该研究调查了消费者参与度和积极情绪的中介作用以及利他价值观对企业社会责任与消费者参与度和积极情绪之间关系的调节作用。数据是通过对巴基斯坦酒店消费者进行的结构化调查收集的。结果表明，消费者的积极情绪和参与度在酒店感知的企业社会责任举措对消费者绿色行为的影响中起中介作用。此外，研究证实，利他价值观调节企业社会责任、积极情绪和消费者参与度之间的关系。本文最后还讨论了理论和管理意义。结果表明，消费者的积极情绪和参与度在酒店感知的企业社会责任举措对消费者绿色行为的影响中起中介作用。此外，研究证实，利他价值观调节企业社会责任、积极情绪和消费者参与度之间的关系。本文最后还讨论了理论和管理意义。结果表明，消费者的积极情绪和参与度在酒店感知的企业社会责任举措对消费者绿色行为的影响中起中介作用。此外，研究证实，利他价值观调节企业社会责任、积极情绪和消费者参与度之间的关系。本文最后还讨论了理论和管理意义。