Impact of Environmental Corporate Social Responsibility on Pro-Environmental Behavior in Hospitality Industry: Mediating Role of Moral Obligation

Abstract

There is a growing body of research that suggests that ECSR can have a significant impact on employees' PEB. When companies prioritize environmental sustainability and communicate their commitment to their employees, it can create a sense of shared responsibility and purpose. This, in turn, can motivate employees to adopt more pro-environmental behaviors. Therefore, this study aimed to examined the impact of environmental corporate social responsibility (ECSR) on employees' pro-environmental behaviors (PEB), as well as the mediating role of moral obligation (MO) in this relationship. The study employed the structural equation modeling method with PLS-SEM to evaluate the proposed hypotheses. A survey was conducted using convenience sampling, and data were collected from 446 tourists who had experienced Pakistani hospitality. The results revealed that ECSR has a direct impact on consumer PEB, and this relationship is partially mediated by moral obligation. The study aims to bridge the gap in our understanding of the underlying mechanisms through which ECSR affects employee pro-environmental behavior.