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

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  • Dr. Rana Muhammad Shahid Yaqub

    (Department of Marketing and International Business, Institute of Business Management and Administrative Sciences (IBMAS), The Islamia University of Bahawalpur, Pakistan)

  • Syed Farhan Gillani

    (PhD Research Scholar, Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur)

  • Wajid Hussain

    (PhD Scholar BZU Multan, Pakistan)

  • Sajjad Ahmad

    (Research Scholar ISP Multan, Pakistan)

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.

Suggested Citation

  • Dr. Rana Muhammad Shahid Yaqub & Syed Farhan Gillani & Wajid Hussain & Sajjad Ahmad, 2023. "Impact of Environmental Corporate Social Responsibility on Pro-Environmental Behavior in Hospitality Industry: Mediating Role of Green Mindfulness," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(3), pages 25-35, September.
    • Handle: RePEc:rfh:jprjor:v:9:y:2023:i:3:p:25-35
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    References listed on IDEAS

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