Bright harmony of environmental management initiatives for achieving corporate social responsibility authenticity and legitimacy: Glimpse of hotel and tourism industry

Abstract

AbstractThe study aims to find out the effect of environmental management initiatives (EMI) on corporate social responsibility (CSR) authenticity and CSR legitimacy. The current study also examines the influence of CSR authenticity on CSR legitimacy and mediating effect of CSR authenticity in the connection between EMI and CSR legitimacy. Data were collected from 309 managers of hotels and tourism industries. Statistical techniques such as correlation and regression were used through AMOS 7.0 software for data analysis. Results reveal that EMI positively predicts CSR authenticity. Moreover, CSR authenticity significantly predicts the CSR legitimacy. The direct link between EMI and CSR legitimacy is also positive and significant. The findings also reveal that CSR authenticity mediates the relationship between both EMI and CSR legitimacy links. These findings suggested that managers in hotel and tourism industry should participate in CSR activities and well‐being of the societies using the organizational resources for attaining CSR legitimacy.