Sustainable pathways: the intersection of CSR, hospitality and the United Nations’ sustainable development goals

Naveed Ahmad, Sarminah Samad and Shahzad Mahmood

Current Issues in Tourism, 2024, vol. 27, issue 22, 3924-3943

Abstract: This research investigates the relationship between corporate social responsibility (CSR) and consumer green advocacy behaviour (CGAB) in the context of the hospitality industry in a developing nation within the framework of the United Nations’ sustainable development goals (UN-SDGs). This study takes on an all-inclusive approach as it involves three major aspects of customer behaviour, emotional, cognitive and value-based. It specifically points out how factors like gratitude and green trust boost CSR–CGAB nexus with green altruism’s role being very important. This work not only bridges the academic gap in this sphere but also extends pragmatic insights, underlining the potent role CSR can play in galvanising CGAB, thus promoting sustainable consumption and proactive environmental stewardship. Adding to its merit, this study stands out for its unique geographic focus and its integrative consumer behaviour model, rendering it a seminal work in the discourse of CSR, CGAB and their interconnectedness in fostering sustainability in alignment with the UN-SDGs. Through this research, there are actionable pathways to follow which advocate for sustainable practices consistent with the global sustainability agenda thereby enhancing its pertinence and applicability.

Date: 2024
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DOI: 10.1080/13683500.2024.2313047

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