From Responsibility to Action: The Role of Corporate Social Responsibility, Green Capacity, and Innovation in Fostering Environmental Citizenship Behavior

Corporate social responsibility has become increasingly important in the hotel industry, particularly in emerging markets such as Southeast Vietnam. This study investigates the impact of corporate social responsibility on the environmental citizenship behavior of hotel employees, with green capacity and green innovation as parallel mediators. Drawing on Resource-Based View theory, a conceptual framework was developed and tested using data collected from 236 employees of four- and five-star hotels in Southeast Vietnam. The results, analyzed using partial least squares structural equation modeling (PLS-SEM), provide strong empirical support that socially responsible practices directly encourage environmentally responsible behavior among hotel employees. Additionally, corporate social responsibility significantly influences both green capacity and innovation, suggesting that corporate social responsibility efforts enhance an organization’s ability to implement green practices and innovate sustainably. Furthermore, both green capacity and innovation play significant mediating roles in the relationship between corporate social responsibility and environmental citizenship behavior, demonstrating that corporate social responsibility indirectly influences environmental citizenship behavior through these capabilities. The findings contribute to the literature by presenting a dual mediation model that offers a nuanced understanding of how corporate social responsibility translates into sustainable employee behavior, aligning with the Resource-Based View theory. Practical implications for hotel managers include the importance of embedding corporate social responsibility strategies into core business practices and investing in employee training and development to enhance green capacity and green innovation.