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Customers' corporate social responsibility awareness as antecedent of repeat behaviour intention
Author(s) -
GonzálezRodríguez María Rosario,
DíazFernández María Carmen
Publication year - 2020
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.1884
Subject(s) - corporate social responsibility , business , marketing , perception , stakeholder , antecedent (behavioral psychology) , stakeholder engagement , tourism , variance (accounting) , hotel industry , structural equation modeling , sustainability , value (mathematics) , public relations , psychology , accounting , political science , developmental psychology , statistics , mathematics , neuroscience , law , biology , machine learning , computer science , ecology
The aim of the study is mainly to investigate the influence of hotel customers' perception and awareness of corporate social responsibility (CSR) concerning the environmental practices of hotels on the image of the establishments and on repeat behaviour intention (RBI) by said customers. Accordingly, a research model is established which allows an understanding of the underlying mechanism of perceived CSR practices, CSR awareness, hotel image and RBI. The growing interest shown by practitioners to understand the mechanism to achieve sustainable competitive advantage for hotels through their environmental policies and the scarce number of studies analysing customer CSR awareness and its influence on customer green hotels' engagement justify this study. Hence, the study strives to overcome this gap in the CSR literature. Data were collected from hotel guests who have stayed at green hotels in Spain over the last 12 months. The research model was estimated using a variance‐based structural equation modelling approach. The findings achieved and future research avenues derived from the study are of great value for both theorists and managers to achieve a sustainable development. The research model proposed can be applied to other tourist agents other than hotels and provide valuable knowledge for practitioners to understand to what extent their managerial CSR practices and their effort to communicate them are perceived by their stakeholders, which in turn influence the stakeholder engagments with those agents with a greater commitment to the environment.