Linking Perceived Environmental CSR to Residents’ Environmental Citizenship Behavior in Rural Tourism: The Mediating Role of Resident–Environment Relationship Quality

Xiaojuan Rao, Hongliang Qiu (), Alastair M. Morrison and Wei Wei
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Xiaojuan Rao: School of Business Administration, Tourism College of Zhejiang, Hangzhou 311231, China
Hongliang Qiu: School of Business Administration, Tourism College of Zhejiang, Hangzhou 311231, China
Alastair M. Morrison: School of Management and Marketing, Greenwich Business School, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK
Wei Wei: Department of Hospitality Services, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA

IJERPH, 2022, vol. 19, issue 24, 1-19

Abstract: Residents’ environmental citizenship behavior is essential to the environmental protection and sustainable development of rural destinations. However, previous research with regards to environmental citizenship behavior has focused on an employee perspective, rather than a resident one. Through the theoretical lens of the Stimulus-Organism-Response (SOR) model, our research examined how perceived environmental CSR (ECSR) contributes to residents’ environmental citizenship behavior, with resident-environment relationship quality acting as the organism. Data collected from a Chinese rural destination were analyzed with a structural equation modeling approach. Results indicate that: (1) perceived ECSR directly and positively influences residents’ environmental citizenship behavior; (2) relationship quality variables (i.e., environmental identification and environmental commitment) directly and positively affect residents’ environmental citizenship behavior; (3) environmental identification directly and positively affects environmental commitment; (4) relationship quality variables positively mediate the effect of perceived ECSR on residents’ environmental citizenship behavior. The current research complements existing tourism literature on environmental citizenship behavior with a focus on perceived ECSR and relationship quality from the aspect of residents in rural destinations. The findings also provide some practical implications that potentially facilitate the adoption of environmental citizenship behavior among residents for sustainable destination management.

Keywords: Stimulus-Organism-Response (SOR) model; environmental corporate social responsibility; environmental citizenship behavior; resident-environment relationship quality; environmental identification; environmental commitment; rural tourism; rural destinations (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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