Exploring environmental CSR initiatives in shaping tourists’ environmentally responsible behavioural intention: the mediating role of sense of environmental responsibility

Ahmed Bostani, Najaf Ali Turabi and Baqiatullah

Chapter 4 in The Twin Digital and Green Transition, 2026, pp 61-81 from Edward Elgar Publishing

Abstract: In the past few years, with the rise of environmental issues facing the global tourism and hospitality sector, environmental corporate social responsibility (ECSR) has become very important. This shift relates to the ongoing twin transition towards digital and green transformations in industries globally. Yet, there is a need for studies on the effects of ECSR on tourist response, specifically its implementation in the tourism and hospitality industry. Employing social learning theory, this chapter examines the influence of ECSR on tourists’ sense of environmental responsibility (TSER), resulting in tourists’ environmentally responsible behavioural intention (ERBI). The current chapter utilised a quantitative methodology and applied convenience sampling to collect data from tourists hailing from the northern regions of Pakistan. The collected data from respondents were analysed employing partial least squares structural equation modelling using SmartPLS 4. The results demonstrated that ECSR positively influences TSER and ERBI. Furthermore, the results indicated that TSER mediates the relationship between ECSR and ERBI. The chapter provides theoretical and practical implications for tourism researchers, practitioners, policymakers, and destination managers.

Keywords: Environmental CSR; Sense of environmental responsibility; Tourists; Environmentally responsible behaviour intention; Social learning theory; SDG (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035364275
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