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

Abstract

Emerging research demonstrates that environmental corporate social responsibility (E-CSR) may significantly influence individuals’ Pro-Environmental Behavior (PEB). The primary goal of this research is to bridge the knowledge gap concerning the fundamental mechanisms through which E-CSR affects tourists’ PEB. To gain a deeper insight into the interplay between E-CSR and tourists’ PEB and to explore the mediating influence of Green Mindfulness (GM), this study investigates their interconnected dynamics. The research employs the Partial Least Squares SEM (PLS-SEM) to evaluate the proposed hypotheses. Gathering input from 446 travellers who have experienced Pakistani hospitality through an informal poll, the study reveals that E-CSR significantly and positively influence the tourists’ PEB, with GM partially mediating this relationship. This study is equally beneficial for academicians and practitioners.