Impact of Environmental Corporate Social Responsibility on Pro-Environmental Behavior in Hospitality Industry: Mediating Role of Green Mindfulness

Dr. Rana Muhammad Shahid Yaqub, Syed Farhan Gillani, Wajid Hussain and Sajjad Ahmad
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Dr. Rana Muhammad Shahid Yaqub: Department of Marketing and International Business, Institute of Business Management and Administrative Sciences (IBMAS), The Islamia University of Bahawalpur, Pakistan
Syed Farhan Gillani: PhD Research Scholar, Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur
Wajid Hussain: PhD Scholar BZU Multan, Pakistan
Sajjad Ahmad: Research Scholar ISP Multan, Pakistan

Journal of Policy Research (JPR), 2023, vol. 9, issue 3, 25-35

Abstract: Emerging research demonstrates that environmental corporate social responsibility (E-CSR) may significantly influence individuals’ Pro-Environmental Behavior (PEB). The primary goal of this research is to bridge the knowledge gap concerning the fundamental mechanisms through which E-CSR affects tourists’ PEB. To gain a deeper insight into the interplay between E-CSR and tourists’ PEB and to explore the mediating influence of Green Mindfulness (GM), this study investigates their interconnected dynamics. The research employs the Partial Least Squares SEM (PLS-SEM) to evaluate the proposed hypotheses. Gathering input from 446 travellers who have experienced Pakistani hospitality through an informal poll, the study reveals that E-CSR significantly and positively influence the tourists’ PEB, with GM partially mediating this relationship. This study is equally beneficial for academicians and practitioners.

Keywords: Employee pro-environmental behaviors; environmental corporate social responsibility; and green mindfulness (search for similar items in EconPapers)
Date: 2023
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