دانلود رایگان مقاله انگلیسی چگونگی کمک مسئولیت اجتماعی شرکت به رفتار مصرف کنندگان سبز گردشگران چینی - امرالد 2017

Structured Abstract:

Purpose – This study examines consumption emotions and customer-company identification as mediating variables to explore the association of perceived CSR on green consumer behavior in a hospitality lodging context. Design/methodology/approach – Utilizing 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 impacts 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 prior CSR literature by examining the potential moderating role of hospitality type.

Limitations and Future Research

Directions This study used a self-report convenience sampling method, which suggests that caution is in order when interpreting and generalizing the findings. The sample consisted of domestic Chinese tourists who were guests of six hotels located in a particular geographic location. This study focused on a narrow part of the hospitality industry, and the investigated relationships need to be more broadly evaluated. Specifically, results need to be replicated using generalizable random sampling techniques and more varied segments not only in China but also across a multiplicity of other cultures.

The particular scales chosen to represent the constructs of interest in the current study should also be noted as a potential limitation to the findings. Dahlsrud (2008) found that many articles consider CSR from the perspective of environmental, social, economic, and stakeholder dimensions. Measurement of perceived CSR using additional scale items to provide a more encompassing view of the construct could be instructive. This study examined a relatively short list of green consumer behaviors. Given the increasingly broader scope of green hotel practices, future studies may want to measure hotel consumers’ green consumer behavior using additional question items. Future studies could also be expected to investigate the relationship between perceived corporate social responsibility and green consumerism in other tourism/hospitality contexts (e.g., heritage tourism, religious tourism, urban tourism).