Exploring the nexus between corporate social responsibility and consumer green behavior: the interplay of corporate image, service quality, customer trust and satisfaction

Purpose - In an era marked by growing environmental concerns, businesses are increasingly recognizing the importance of Corporate Social Responsibility (CSR) in influencing customer behavior, particularly in the context of sustainability and green practices. This paper aims to examine the impact of Corporate Social Responsibility (CSR) on Customer Green Behavior (CGB) through the mediating role of corporate image, service quality, customer trust and customer satisfaction. Design/methodology/approach - A convenient sampling technique was employed to collect the data sample. A total of 741 questionnaires were distributed across four different hotel sectors in China. By using Structural Equation Modeling, the results suggest that CSR significantly influences CGB. Moreover, corporate image, service quality, customer trust and customer satisfaction show a partial mediating effect in the relationship between CSR and CGB. Findings - The study findings suggest that the hotel industry should invest in CSR initiatives to enhance CGB by conducting pro-environmental activities. This study emphasizes how important CSR initiatives are in encouraging customers to adopt eco-friendly behavior. Overall, the results of this study extend the understanding of CSR, CGB, corporate image, service quality, customer trust and customer satisfaction in the context of the hotel industry and offer theoretical and managerial implications for developing and developed economies. Originality/value - The originality value of this research lies in its comprehensive examination of the mediating effects of corporate image, service quality, customer trust and customer satisfaction on the relationship between CSR and CGB in the hotel industry. Furthermore, the study’s focus on the specific context of China adds novel insights to the existing literature on CSR and CGB. Discussions, limitations and research suggestions for future study are also provided.