Perceived Environmental Corporate Social Responsibility Effect on Green Perceived Value and Green Attitude in Hospitality and Tourism Industry: The Mediating Role of Environmental Well-Being

Abstract

This study examines how green perceived value (GPV) and green attitude (GA) are affected by environmental corporate social responsibility (ECSR). It also investigates the mediating role of environmental well-being (EWB) on the relationship between ECSR and GA and on the relationship between ECSR and GPV. A total of 910 responses gathered from the guests of travel agencies and 5-star hotels in Egypt were analyzed using PLS-SEM. The results showed positive relationships between ECSR with GA, EWB, and GPV. Positive relationships between EWB with GA and GPV also existed. In addition, there was a mediating role of EWB in the relationship between ECSR and GA and in the relationship between ECSR and GPV. The research provides a theoretical contribution to bridging the gap in studies related to ECSR and EWB in relation to GPV and GA, specifically in the tourism and hotel sector. Practically, the research provides the tourism and hotel enterprises with recommendations to improve ECSR and EWB—this could, in turn, positively impact the GPV and GA of their guests. Limitations and potential directions for future research were also presented.