Implementing Corporate Social Responsibility Strategies Research Articles

Attitudes of the General Public towards Corporate Social Responsibility in Nepal: The Influence of Gender and Generation

Background: Despite the increasing concerns about corporate social responsibility (CSR) among academicians and corporate managers, there is a lack of studies regarding the general public's attitudes towards CSR in Nepal. No previous studies in the Nepalese context have examined the influence of demographic factors, including gender and generation, on attitudes toward CSR. Objectives: The paper aims to identify the general public's attitudes towards CSR in Nepal and examine the differences in attitudes toward CSR by gender and generation. Methods: The study employed a questionnaire survey method by taking a sample of 212 general public, including males and females from Generation X, Generation Y, and Generation Z. Descriptive statistics, one-way-ANOVA, and t-tests were used to analyse the collected data. Results: Although the general public of Nepal demonstrates above-average agreement on the four different business responsibilities towards society, they believe that the philanthropic responsibility of business is most important, followed by legal, economic, and ethical responsibilities. The t-tests and One-Way ANOVA tests show no statistically significant differences in attitudes toward CSR based on gender and generation, indicating that the demographic factors do not significantly influence participants' attitudes towards economic, legal, ethical, and philanthropic responsibilities of business towards society. Conclusion: The results show that Nepal's general public perceives philanthropic responsibilities as the most important. The findings also indicate that gender and generation do not influence people's attitudes towards CSR. Implications: The results suggest that business organisations in Nepal should consider all economic, legal, ethical, and philanthropic responsibilities while designing and implementing CSR strategies to get favourable evaluations of their CSR practices from the general public regardless of gender and generation. However, philanthropic and legal CSR can be given more priority over economic and ethical CSR. Paper Type: Research paper JEL Classification: M14

Challenges facing practitioners when implementing CSR strategies: the case for the Brazilian mining industry

PurposeMining activities can promote development despite issues of environmental and social impact; however, corporate social responsibility (CSR) implementation is still an issue in the industry, which has received little attention in the literature and almost none to the operational level. This paper aims to address this gap by adopting the perspective of CSR practitioners to explore the way mining companies implement CSR at site level.Design/methodology/approachThis paper uses an exploratory approach with in-depth interviews to investigate site-level CSR implementation and challenges in the context of mining in Brazil.FindingsThis study identifies primary challenges in CSR implementation and several ways in which they might be addressed. To the best of the authors’ knowledge, this paper identifies for the first time two implementation-hindering aspects of the routine of CSR practitioners – excessive time spent at the office as opposed to in the field engaging in the community and a disproportionate amount of time spent on complaint management. In addition, this paper demonstrates the applicability of stakeholder theory in the CSR field, highlighting the need for increased collaboration among internal and external stakeholders to advance CSR implementation.Originality/valueThis study adopts the perspective of CSR practitioners, who are key stakeholders in CSR implementation, working in mining sites in Brazil, as the impact of mining can be especially marked in developing countries.

The Impact of Corporate Social Responsibility Initiatives on Brand Reputation and Consumer Behavior

Corporate Social Responsibility (CSR) initiatives have become increasingly important in shaping brand reputation and influencing consumer behavior globally. This paper presents a comparative study across multiple countries to analyze the impact of CSR initiatives on brand reputation and consumer behavior. Drawing upon existing literature and empirical data, this research investigates how CSR activities influence brand perception, consumer attitudes, and purchasing behavior in different cultural contexts. By examining case studies and conducting surveys, the study aims to provide insights into the effectiveness of CSR strategies in enhancing brand reputation and fostering positive consumer engagement. The findings contribute to understanding the cross-cultural variations in the relationship between CSR initiatives, brand reputation, and consumer behavior, offering implications for multinational corporations seeking to implement CSR strategies effectively across diverse markets.

CSR implementation for the garment supply chain performance: a system dynamic approach

ABSTRACT As a social and environmental-sensitive industry, garment firms are trying to implement corporate social responsibility (CSR) to cope with the increasing pressure of public concerns for globalised socially responsible supply chains (SC). We build such a model by using the System Dynamics (SD) approach. With the mechanism of mutual interactions between different variables of a complex system, our study examines different conditions of CSR implementation in the SC under which it is profitable for SC actors. Our sensitivity analysis demonstrates that when CSR implementation can stabilise market demand, firms’ CSR investment is beneficial. Our study provides a theoretical and managerial foundation that may be used to strengthen the consideration of CSR engagement in the garment SC. By analysing the covariance of factors influencing decision making to implement CSR strategies, our approach allows SC managers to make CSR decisions and production management. Furthermore, the model provides tools for evaluating and forecasting the effectiveness of their CSR strategies according to industry specifics.

CORPORATE SOCIAL RESPONSIBILITY AND VALUE CREATION IN ROMANIA

"This paper examines the relationship between corporate social responsibility (CSR) and value creation in Romania. Specifically. This paper aims to identify the key CSR practices that companies in Romania are engaging in, and to explore how these practices are impacting business performance and creating value for stakeholders. By examining the extent to which companies in Romania are embracing CSR and the outcomes they are achieving, this paper will contribute to a deeper understanding of the role of CSR in creating sustainable and socially responsible businesses in Romania. The main tool at the basis of such an analysis is the international GRI (Global Reporting Initiative) – Social indicators reporting, differently approached by different companies within their sustainability reports, collected within a database, converted into comparable information based on a scoring method, as the indicators are either qualitative or quantitative, most of the times very difficult to bring to a common denominator. Such a method we also consider useful in further valuation and ranking. The findings of this paper suggest that corporate social responsibility (CSR) practices are becoming increasingly important for businesses operating in Romania. The analysis reveals that companies in Romania are engaging in a range of CSR practices, including philanthropy, environmental sustainability, and employee welfare, and that these practices are having a positive impact on both business performance and stakeholder perceptions. Specifically, the study finds that companies that engage in CSR are more likely to attract and retain talent, enhance their reputation, and brand value, and generate higher levels of customer loyalty and satisfaction. Moreover, the analysis indicates that CSR practices can also lead to cost savings and improved operational efficiencies, further contributing to value creation. Overall, these findings underscore the importance of CSR as a strategic tool for businesses seeking to create long-term sustainable value in Romania. The Sustainability Disclosure Database provides the existing sustainability reports of major companies in Romania, along recent years. Given such data, these reports have been processed and the information has been tailored into rather homogenous sets, starting with the GRI Standards’ indicators and generating an hierarchy of social activities and their results. We consider such an enterprise necessary if it is aimed at achieving a clear evaluation and identification of company’s both financial and social performance. This paper contributes to the literature on corporate social responsibility (CSR) and value creation by providing insights into the current state of CSR practices in Romania, a context that has received relatively little attention in the CSR literature. The paper builds on previous studies by focusing specifically on Romania, a transitional economy that has undergone significant political and economic changes in recent years, and by examining the relationship between CSR and value creation in this context. The paper’s findings highlight the importance of CSR for businesses operating in Romania and offer practical insights for companies seeking to implement CSR strategies that create sustainable value for stakeholders. This study also provides a foundation for future research on CSR in Romania and other emerging economies, thereby advancing our understanding of the role of CSR in driving positive social and environmental outcomes while also creating business value."

Corporate social responsibility in China's airline industry: A longitudinal content analysis of related reports

As China has become the world's largest consumer market and leading exporter, researchers and practitioners urgently need to understand how corporate social responsibility (CSR) is socially constructed in the Chinese context, especially for international industries such as the airline sector. Building upon the triple bottom line model, this study offers a contextualized and dynamic understanding of Chinese airline CSR. Content analysis was performed to analyze 74 aggregate CSR reports (2007–2020) issued by different types of Chinese airlines. The findings reveal that in addition to the economic, social, and environmental responsibilities that are commonly seen in the West, Chinese airlines assume unique political responsibilities. This political dimension of CSR in China has become increasingly obvious in recent years. Driven by factors such as international pressure, industry competition, and more importantly, national policies, the focus of Chinese airline companies' CSR reporting has been changing over time. However, it has maintained a high level of content completeness over the years, and the social dimension of CSR has always been the aspect of greatest concern. This study contributes to the airline CSR literature by considering the particularity of airline companies and Chinese contextual factors and augmenting political CSR as a critical component of CSR in the Chinese context. Managerial implications are provided for international enterprises to cater more appropriately to the Chinese market and achieve cooperation with Chinese enterprises by implementing CSR strategies.

From Corporate Social Responsibility to Employee Well-Being: Navigating the Pathway to Sustainable Healthcare.

Despite extensive research on the impact of corporate social responsibility (CSR) on employee outcomes, only limited research has been conducted to investigate the impact of CSR on healthcare employees' burnout (BUO). Additionally, the underlying mechanism by which CSR may reduce BUO has not been fully understood. In order to fill these gaps, we explored the relationship between CSR and BUO, as well as the possible mediating effects of subjective wellbeing (SW) and compassion (CM). Also, employee admiration (AM) was examined as a moderating factor. The study utilized a questionnaire to collect data, which was distributed using the paper-pencil method. A total of 335 healthcare employees, including nurses, doctors, paramedics, and general administration, participated in the study. Specifically, we focused on the healthcare segment of Pakistan. A survey was conducted to assess participants' perceptions of CSR practices, BUO, AM, SW, and CM within their organizations. The questionnaire consisted of several standardized scales validated in previous research. We investigated the relationship between CSR and BUO using the AMOS software. BUO was negatively associated with CSR, suggesting that organizations with strong CSR practices may be able to reduce employee burnout. Moreover, the relationship between CSR and BUO was mediated by both subjective wellbeing (SW) and compassion (CM), revealing how CSR may impact employee burnout. Furthermore, we found that employee admiration (AM) buffered the relationship between CSR and BUO. BUO is a growing concern among healthcare professionals and has the potential to negatively impact the quality of patient care, staff morale, and, ultimately, the success of healthcare organizations. BUO in healthcare settings can be effectively addressed by implementing CSR strategies. Effective CSR strategies should be implemented in a meaningful way to employees and provide them with opportunities to engage in activities that align with their values and interests.

Shedding light on the impact of financial literacy for corporate social responsibility during the COVID-19 crisis: managerial and financial perspectives

PurposeThe aim of this paper is to help management scholars and executives learn from the COVID-19 global crisis by analyzing if and how the level of financial literacy affected stakeholders' sensitivity to corporate social responsibility (CSR) issues during the pandemic, as well as identifying whether financial literacy is an important variable to account for in the postpandemic period. The authors test the relationship between objective (measurable) and subjective (self-assessed) financial literacy, as well as financial happiness (i.e. satisfaction with one's current financial situation) with CSR during the pandemic. High levels of financial literacy cause individuals to reward companies that implement CSR strategies and processes.Design/methodology/approachThe authors designed an online survey and obtained data on objective and subjective financial literacy, financial happiness and COVID-19 infections, as well as on the demographic and socioeconomic characteristics of a representative sample of 1,334 Italian respondents. From a methodological point of view, the authors perform a factor analysis on the CSR-related questions to extract the principal components (PCs) that were used as dependent variables in the regression models to analyze the effects of explanatory variables (financial literacy, financial happiness and COVID-19 infections) and consider the control variables (demographic and socioeconomic characteristics). The authors follow a theoretical approach merging stakeholder theory with CSR.FindingsRespondents with a high level of financial literacy and financial happiness are highly sensitive to all CSR components (ethical, philanthropic, economic and legal social responsibilities). Being infected by COVID-19 increased participants' sensitivity to ethical and philanthropic social responsibility (SR), but not to economic and legal SR. The more educated and employed respondents were, the more sensitive they were to CSR, especially compared to their less educated and unemployed counterparts.Research limitations/implicationsWhile the sample used is large and representative of the Italian population, Italy is an interesting and useful case to analyze, given that it was the first Western country to be severely hit by COVID-19; since the paper only refers to a specific country scenario, the results cannot be generalized to other countries. A cross-country comparison relating financial literacy and financial happiness to CSR during the COVID-19 pandemic period would be desirable. The research study has theoretical implications for management scholars since the authors show that, during the pandemic period, financial education and financial happiness are relevant in explaining stakeholders' greater sensitivity to CSR issues. The findings may thus help scholars to learn from the COVID-19 period, with the aim of further developing and enhancing stakeholders' theory.Practical implicationsThe research also has practical implications, both for corporate executives and for policymakers, helping them to learn from the COVID-19 global crisis concerning the role of financial literacy and financial happiness on CSR sensitivity and, consequently, how they may consider these important variables in the postpandemic era. On the one hand, executives may improve stakeholders' segmentation and eventually modify CSR policies, considering the higher sensitivity of their stakeholders' due to a higher degree of financial literacy. On the other hand, the findings suggest that policymakers should have a stronger role in supporting employment and education in general and in promoting programs to improve financial literacy to increase stakeholders' sensitivity to CSR, thus further stimulating the inclusion of CSR factors in companies' strategies. Increasing stakeholders' sensitivity to CSR will, in turn, increase the propensity of companies to include SR in their strategies. Thus, increasing financial literacy will have tangible positive effects of increasing CSR. Given the greater role played by companies during the COVID-19 period with respect to societal risk, the findings seem particularly useful.Originality/valueTo the best of the authors’ knowledge, this study represents the first that links financial literacy and financial happiness with CSR during the COVID-19 crisis. The large and representative dataset, as well as the use of specific variables related to financial literacy, financial happiness and COVID-19 infections in the CSR assessment model, makes our analysis original, robust and significant by contributing to the CSR literature and to the financial literacy literature from a methodological point of view, as well as by informing corporate executives and policymakers about the role of financial literacy with regard to CSR during the pandemic, which may help them in learning how to improve their decisions and actions in the postpandemic era.

Impact of corporate social (ir)responsibility on volume and valence of online employee reviews: Evidence from the tourism and hospitality industry

Corporate social responsibility (CSR) and irresponsibility (CSI) can influence employee voice behavior in online review platforms. This study utilizes online employee review (OER), builds upon ethical climate theory, and hypothesizes the independent and joint effects of CSR and CSI on two aspects of employee voice – OER volume and OER valence. Using novel OER data of US tourism and hospitality firms, we perform a panel data regression with industry and year fixed effects. The results indicate that firm CSR engagement increases both the volume and valence of OER, whereas CSI accelerates (attenuates) the positive CSR effect on OER volume (valence). These findings can help tourism and hospitality firms implement CSR strategies for enhancing employees’ word of mouth from both volume and valence perspectives.

Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework.

In spite of accruing concerted scholarly and managerial interest since the 1950s in corporate social responsibility (CSR), its implementation is still a growing topic as most of it remains academically unexplored. As CSR continues to establish a stronger foothold in organizational strategies, understanding its implementation is needed for both academia and industry. In an attempt to respond to this need, we carry out a systematic review of 122 empirical studies on CSR implementation to provide a status quo of the literature and inform future scholars. We develop a research agenda in the form of an integrated framework of CSR implementation that pronounces its multi-dimensional and multi-level nature and provides a snapshot of the current literature status of CSR implementation. Future research avenues relating to multi-level studies, theoretically supported research models, developing economy settings, and more are recommended. Practitioners can also benefit through utilizing the holistic framework to attain a bird’s eye view and proactively formulate and implement CSR strategies that can be facilitated by collaborations with CSR scholars and experts.Supplementary InformationThe online version contains supplementary material available at 10.1007/s10551-022-05047-8.

The Mediating Role of HRM in the Relationship between CSR and Performance in the Hospitality Industry

In recent years, the concepts of human resource management (HRM) and corporate social responsibility (CSR) have gained significant focus across industries. The role and implications of CSR are vital for organizational success; similarly, HRM plays a vital role in understanding, developing, and implementing CSR strategies. Therefore, we claimed that the nexus of HRM and CSR is worthwhile to study and relevant in the current pandemic situation. Despite recent calls about the role of human resource management (HRM) and corporate social responsibility (CSR) in achieving sustainable performance, a few studies have investigated their role combinedly in the hospitality industry, especially in a cross-cultural context. Therefore, the present study addresses the current lack of comparative research about the impact of HRM and CSR on sustainable performance in the hospitality industry of Pakistan, the UK, and Italy and shows the mediating role of HRM in such a relationship. A quantitative methodology is applied to the survey of the employees from 354 Pakistani, 438 British, and 520 Italian hotels working in three-, four-, and five-star hotels. The results showed a positive correlation between CSR, HRM, and sustainable performance. Moreover, the results also indicated significant differences among the three countries analyzed concerning the mediating role of HRM in this relationship.

Do socially responsible managers forecast sales more accurately?

PurposeThis paper aims to examine whether corporate social responsibility (CSR) is related to management sales forecast accuracy.Design/methodology/approachUse KLD measures of corporate responsibility combined with forecast accuracy regression model, including controls for management skills and expertise.FindingsSocially responsible firms commit forecast errors of lower magnitude and sales forecast accuracy is positively related to the level of CSR.Research limitations/implicationsA strong motive for research on the field of CSR topic under the scope of reporting quality. Future research could focus on alternative measures of CSR; such as announcements included into the financial statements or separately disclosed expenses. Examine the magnitude of confirmed relation, among different economies worldwide.Practical implicationsCSR effect on manager sales forecasting activity, highlight the impact of brand awareness and customer loyalty, as created by implementing CSR strategies, on firm growth and sales expansion.Social implicationsThe research enhances the era towards more socially responsible firms, presenting evidence of such an adoption on corporate fundamentals.Originality/valueTo the knowledge there is no prior research examining the implications of CSR on sales forecast accuracy.

Management control system for corporate social responsibility implementation – a stakeholder perspective

Purpose The purpose of this paper is to build a framework that intends to help organizations define, implement and control their corporate social responsibility (CSR) strategies. Based on the stakeholder perspective, this paper proposes a sustainability management control system (SMCS) specifically made for the definition and implementation of CSR strategy, by linking the firm’s material topics to its key stakeholders, thus, allowing our model to be dynamic to different business environments. Design/methodology/approach In this paper, the authors constructed their model based on a review of selective relevant studies about CSR and SMCSs. This paper also went through different practical concepts from leading sustainability guidelines and stakeholder’s engagement manuals, discussing the stakeholder identification and prioritization, to re-center the debate to the strategic importance of the stakeholder perspective in defining and implementing CSR strategy, as well as its importance in how organizations can define proxies to assess the performance of their CSR initiatives. Findings Adopting the stakeholder theory as a key lens to re-frame, organize and guide the debate over the performance consequences of CSR has the potential to overcome the simplistic and (eventual) misleading conceptions of CSR strategy implementation, thus fostering the move toward more effective and efficient CSR strategies, by developing management control system (MCS) typical for CSR issues. Social implications The full process of the model outlined in this paper aims to provide a comprehensive and forward-looking tool for CSR and sustainability strategy implementation and assessment. Our model could help companies to gain an overview and an understanding of the relative importance of the material topics of their business activities that should be addressed and how they are related to the key stakeholders, thus, eventually leading to more equitable and sustainable social development by giving those who have a right to be heard the opportunity to be considered in the sustainability decision-making and strategy processes, in the aim of making valuable contributions to social, economic and environmental spheres. Originality/value The paper answers the call for research for developing novel theoretical foundations to design MCSs for CSR implementation. Therefore, the paper suggests an innovative model of SMCS for CSR strategy definition, development and implementation and helping organizations to define and develop key sustainability indicators specific to their business environment. The model also presents an opportunity to rethink and advance the understanding of how managers can prioritize competing stakeholders’ claims, which are constrained by the company’s business activities impacts.

Gender difference in corporate social responsibility implementation in Lithuanian SMEs

Research background: There are many scientific papers dealing with the challenges of Corporate Social Responsibility (CSR) implementation at the company level. However, there are few studies dealing with gender difference between female and male managers in the perception towards CSR initiative.
 Purpose of the article: To understand the differences between male and female managers? behaviour in the process of CSR implementation in companies.
 Methods: A survey of managers at different levels in Lithuanian Small and Medium Enterprises (SMEs) was performed in 2019. The study focused on the female and male respondents? answers to the participation in CSR implementation, their perception about CSR implementation and the most important issues for them in that process.
 Findings & Value added: The results of the study indicated that, compared to their male counterparts, female respondents highlighted different factors having impact on successful implementation of CSR initiatives. Female managers were more convinced to the benefits of CSR practices than their male counter-parts. The ?Communication skills? were defined as the most important for implementing CSR strategy for the females and ?Understanding of CSR strategy? for males. For most of the female managers, ?Sociality? was the most important competence necessary for a leader, followed by ?Global and holistic thinking?, however, the male respondents were more doubtful about all the necessary competencies for a sustainability leader. The main theoretical value added of the paper is elicitation of the differences between male and female managers in the perception of CSR initiatives and necessary skills of a leader for implementing these initiatives in SMEs. The practical and managerial im-plications were also provided for the strengthening of the CSR activities in SMEs.

Consensus organising as a strategy for child labour prevention: a case study of Samut Sakhon, Thailand

ABSTRACT Little research has examined the complexity of preventing child labour at the local levels. This article examines the use of consensus organising model as an intervention to promote transitional education for migrant children and implement Corporate Social Responsibility strategies in the seafood processing industry in Samut Sakhon, Thailand. We review the literature on local-specific anti-child labour efforts and explore consensus organising as an intervention strategy. A case study approach is employed to explain how consensus organising was used and to identify its strengths and weaknesses. The paper concludes with research implications for using consensus organising for child labour prevention.

Sustainable Orientation of Management Capability and Innovative Performance: The Mediating Effect of Knowledge Management

The literature suggests that innovation allows organizations to reach a desirable level of sustainability. There is evidence to support the role of knowledge management (KM) as well as management capability (MC) in producing a sustainable approach at organizations. Furthermore, organizations commonly achieve sustainable practices through corporate social responsibility (CSR). In particular, the health sector is increasingly implementing CSR strategies, although with a narrow understanding of the factors to success. Hence, trends lead to asymmetric growth between organizations. This study aims to examine the mediating role of KM in the relationship between MC and innovative performance (IP) in 331 Health Provider Institutions (HPIs). The research reflective model was assessed through Partial Least Squares Structural Equation Modeling (PLS-SEM). According to the results, MC has a positive effect on IP, MC has a positive effect on KM, and KM has a positive effect on IP. Likewise, KM significantly mediates the relationship between MC and IP. Our findings support the importance of KM in addressing MCs in HPIs as it enables innovative practices to address CSR goals to achieve a sustainable impact. Moreover, this study contributes by expanding KM to contexts that are not usually studied, such as health in a South American country.

The effect of customer citizenship in corporate social responsibility (CSR) activities on purchase intention: the important role of the CSR image

PurposeThe purpose of this paper is to examine whether the corporate social responsibility (CSR) image of a firm is influenced by consumer citizenship and the consumer’s involvement in CSR and the extent to which this affects purchase intention.Design/methodology/approachA total of 304 usable responses were obtained from a sample of 313 consumers who were 18 years of age or older.FindingsThe result of study indicates that consumer citizenship and involvement in CSR activities have significant effects on CSR image, and that consumer citizenship has a significant effect on involvement in CSR activities. CSR image also has a positive effect on product attitude but no significant influence on purchase intention.Originality/valueThe consumer perception of a firm’s CSR image is an important factor to consider while implementing CSR strategies; therefore, it is strategically important to understand the antecedents and consequences of creating a positive CSR image because of its effect on the responsible purchasing behavior of people who adhere to strong consumer citizenship.

Implementing corporate social responsibility strategies in the hospitality and tourism firms: A culture-based approach

In accordance with the strategic importance of corporate social responsibility (CSR), multiple CSR studies have existed in the tourism and hospitality literature. Although appropriate CSR strategies and stakeholders’ interests and perceptions with regard to CSR may differ from one national culture to another, CSR studies incorporating cultural influences are still rare in the tourism and hospitality field. Particularly, given a high degree of internationalization and cultural diversity of stakeholder groups in each local market, CSR study on the basis of national culture is needed in the tourism and hospitality industry. In order to enrich CSR literature and provide practical implications, this study aims to propose a culture-based CSR implementation model for the hospitality and tourism firms, incorporating national culture.

Corporate social responsibility and small-medium sized enterprises: evidence from Greece

This paper is a qualitative empirical research of Greek Small and Medium-sized Enterprises (SMEs) and examines their dominant perceptions and attitudes towards Corporate Social Responsibility (CSR). The research was conducted in the Region of Western Macedonia, North Greece, via personal interviews based on a structured questionnaire, which was completed by 420 enterprises, with different business functions, and were randomly chosen from local Chamber registers. The results demonstrated that, as Greek SMEs in the periphery have not decided on a particular strategy for Social Responsibility practices, CSR is frequently defined as sponsorship or charity programmes. The research also revealed the restraining factors for SMEs in implementing CSR policies: financial cost, small size of enterprises, absence of specialized partners, and poor supporting role of public authorities. Whereas, the most significant non-financial goals for the enterprises attempting to implement CSR in Greece are: responsibility and respect to customers, promotion of sustainability, environmentally-friendly practices; human resources and protection of rights are less emphasized. Interestingly, more than 80% of the subjects hold that engaging in CSR practices in the current financial context is vital. With regard to the benefits resulting from CSR, the research demonstrated that: Enhancing ‘corporate image’, ‘business performance’, and ‘customer satisfaction’ are significant. Nevertheless, the research highlighted that implementing CSR strategies are rather positively than strongly correlated with the benefits deriving from CSR.

How does perceived corporate social responsibility contribute to green consumer behavior of Chinese tourists

Purpose This study aims to examine consumption emotions and customer–company identification as mediating variables to explore the association of perceived corporate social responsibility (CSR) on green consumer behavior in a hospitality–lodging context. Design/methodology/approach Using a stimulus–organism–response framework, an integrated model is developed. The hypothesized relationships of the research model are tested using the structural equation modeling technique. Data were gathered from hotel guests at a UNESCO World Heritage Site in China. Findings Perceived CSR directly affects positive emotions, negative emotions and customer–company identification. Positive emotions significantly influence customer–company identification. Positive emotions and customer–company identification partially mediate the relationship between perceived CSR and green consumer behavior. Hotel type was not found to be a moderating factor. Research limitations/implications Perceived CSR can act to influence consumers’ behaviors more broadly via an increased likelihood of engaging in green consumer behavior. Implementing CSR strategies at the company level may provide additional benefits to society as a whole. The proposed relationships need to be replicated in other service organizations, segments and cultures to better assess the generalizability of the findings. Originality/value This study investigates the association between consumption emotions and customer–company identification, which has been missing in the tourism/hospitality literature. This study also extends previous CSR literature by examining the potential moderating role of hospitality type.