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Effect of environmental corporate social responsibility on green attitude and norm activation process for sustainable consumption: Airline versus restaurant

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  • Heesup Han
  • Bee‐Lia Chua
  • Antonio Ariza‐Montes
  • Elena‐Nicoleta Untaru

Abstract

The major aim of this research was to develop theoretical frameworks clearly explicating airline and restaurant customers' decision formation for eco‐friendly products. Using a quantitative approach, we successfully broadened the norm activation theory by integrating environmental corporate social responsibility (CSR) and attitude toward the behavior. In addition, the theory was effectively deepened by taking the influence of product type (airline vs. restaurant) into account. The developed conceptual frameworks satisfactorily explained the variance in eco‐friendly purchase intention for airline products and for restaurant products, respectively. The mediating effect of attitude, ascribed responsibility, and personal moral norm was uncovered. Additionally, a salient contribution of attitude toward eco‐friendly product use in inducing intention for both airline and restaurant groups was found.

Suggested Citation

  • Heesup Han & Bee‐Lia Chua & Antonio Ariza‐Montes & Elena‐Nicoleta Untaru, 2020. "Effect of environmental corporate social responsibility on green attitude and norm activation process for sustainable consumption: Airline versus restaurant," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1851-1864, July.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:4:p:1851-1864
    DOI: 10.1002/csr.1931
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    8. Heesup Han & Sunghyup S. Hyun, 2019. "Green indoor and outdoor environment as nature‐based solution and its role in increasing customer/employee mental health, well‐being, and loyalty," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 629-641, May.
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    Cited by:

    1. Jialing (Catherine) Lin & Zhimin Zhou & Fucheng Zheng & Xinru Jiang & Ninh Nguyen, 2023. "How do hotel star ratings affect the relationship between environmental CSR and green word‐of‐mouth?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2651-2663, September.
    2. Naveed Ahmad & Asif Mahmood & Antonio Ariza-Montes & Heesup Han & Felipe Hernández-Perlines & Luis Araya-Castillo & Miklas Scholz, 2021. "Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    3. Magdalena Rzemieniak & Monika Wawer, 2021. "Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z," Sustainability, MDPI, vol. 13(2), pages 1-24, January.
    4. Nicolas G. A. Lorgnier & Che-Jen Su & Shawn M. O’Rourke, 2022. "Brands’ perceived sustainable development goals: index development and applications with professional sport teams and fast-food brands," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 125-157, March.
    5. Heesup Han & Amr Al-Ansi & Xiaoting Chi & Hyungshin Baek & Kyung-Sik Lee, 2020. "Impact of Environmental CSR, Service Quality, Emotional Attachment, and Price Perception on Word-of-Mouth for Full-Service Airlines," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    6. S. M. Shafiul Alam & K. M. Zahidul Islam, 2021. "Examining the role of environmental corporate social responsibility in building green corporate image and green competitive advantage," International Journal of Corporate Social Responsibility, Springer, vol. 6(1), pages 1-16, December.
    7. Jinsoo Hwang & Jinkyung Jenny Kim & Seokhoon Lee, 2020. "The Importance of Philanthropic Corporate Social Responsibility and Its Impact on Attitude and Behavioral Intentions: The Moderating Role of the Barista Disability Status," Sustainability, MDPI, vol. 12(15), pages 1-17, August.

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