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Promoting Responsible Sustainable Consumer Behavior through Sustainability Marketing: The Boundary Effects of Corporate Social Responsibility and Brand Image

Author

Listed:
  • Tong Jia

    (School of Management, Xi’an University of Science and Technology, Xi’an 710054, China)

  • Shahid Iqbal

    (Management Studies Department, Bahria University, Islamabad 44000, Pakistan)

  • Arslan Ayub

    (National School of Management Studies, The University of Faisalabad, Faisalabad 38000, Pakistan)

  • Tehreem Fatima

    (Lahore Business School, The University of Lahore, Sargodha 40100, Pakistan)

  • Zeeshan Rasool

    (Department of Management Sciences, Muhammad Nawaz Sharif University of Engineering & Technology, Multan 60000, Pakistan)

Abstract

Responsible sustainable consumer behavior might serve as a complex pattern of social and environmental issues, consistent with the perspective of sustainability as a construct with both social and environmental pillars. Anchored on signaling theory and attribution theory, this study seeks to unearth a hitherto unexplored mechanism that might translate sustainability marketing into elevated responsible sustainable consumer behavior through the mediating role of brand image. Besides, this study aims to examine the impact of corporate social responsibility, as an intervening variable, to underpin the association between sustainability marketing and brand image. This study analyzes data from five-star and four-star hotel customers using SmartPLS SEM (v 4.0). The findings support our hypotheses that a hotel’s brand image mediates the relationship between sustainability marketing and responsible sustainable consumer behavior. In addition, hotels’ engagement in corporate social responsibility activities moderates the link between sustainability marketing and brand image, such that the association is stronger (weaker) at higher (lower) levels of corporate social responsibility. This study explores the boundary conditions of the sustainability marketing–responsible sustainable consumer behavior link. Hotels can foster responsible sustainable consumer behavior by executing sustainability marketing and engaging in corporate social responsibility activities.

Suggested Citation

  • Tong Jia & Shahid Iqbal & Arslan Ayub & Tehreem Fatima & Zeeshan Rasool, 2023. "Promoting Responsible Sustainable Consumer Behavior through Sustainability Marketing: The Boundary Effects of Corporate Social Responsibility and Brand Image," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:6092-:d:1113272
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    5. Angelis-Evangelos Papadopoulos & Panagiotis Arsenos & Nicos Sykianakis & Dimitrios Stavroulakis, 2025. "Embedding Corporate Social Responsibility in Retail Strategy: Strategic, Sustainable, and Localized Approaches to Building Brand Equity and Loyalty," Sustainability, MDPI, vol. 17(21), pages 1-17, October.
    6. Nguyen Le & Sang Tan Huynh & Thanh Thi Bui & Quy Duy Do & Truong Xuan Nguyen, 2025. "Culture and Imported Products: Extending Optimal Distinctiveness Theory with Acculturation," SAGE Open, , vol. 15(2), pages 21582440251, June.
    7. António Cardoso & Amândio Silva & Manuel Sousa Pereira & Jorge Figueiredo & Isabel Oliveira, 2025. "Sustainable Consumption Intentions Among Portuguese University Students: A Multidimensional Perspective," Sustainability, MDPI, vol. 17(17), pages 1-25, August.
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    9. Jolanta Tarapata & Janusz Kostecki, 2025. "Responsible Activities of the Company/Brand and their Impact on Its Positive Image in the Opinion of Generation Z Consumers," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 406-423.
    10. Tugrul Gunay, 2025. "RETRACTED: Linking Green Transformational Leadership to Employee Green Resilience: A Sequential Mediation Model of Environmental Commitment, Engagement, and Green HR Practices in Green Hotels," Sustainability, MDPI, vol. 17(14), pages 1-27, July.
    11. Jian, Wenze & Zhong, Ziqi, 2025. "Eco positioning drives sustainable fashion consumption through process related strategies and brand familiarity," LSE Research Online Documents on Economics 128137, London School of Economics and Political Science, LSE Library.
    12. repec:bjc:journl:v:10:y:2024:i:12:p:255-266 is not listed on IDEAS
    13. Didier Louis & Cindy Lombart, 2024. "Impact of a corporate social responsibility message on consumers' sustainable behaviours and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 579-599, January.
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