Eco-engagement: Tracing CSR communication's ripple effect on consumer hospitality loyalty

• Published in: Journal of retailing and consumer services 2024-07, Vol.79, p.103879, Article 103879
• Main Authors: Cao, Peng, Sial, Muhammad Safdar, Álvarez-Otero, Susana, Brugni, Talles Vianna, Comite, Ubaldo
• Format: Article
• Language: English
• Subjects: Corporate social responsibility (CSR); Customer-company identification; Environmental concern; Green loyalty; Hospitality sector; Social media communication; Trust
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2024.103879

This research investigates the impact of Corporate Social Responsibility (CSR) communication by hospitality organizations in a developing country on shaping customers' green loyalty. The study, drawing data from hospitality customers, emphasizes the mediating effects of customer-company identification and trust, while also highlighting the moderating role of customer environmental concern. Using the SMART-PLS software for analysis, findings show that CSR communication, especially via social media, significantly promotes green loyalty. The study also establishes the key roles of customer-company identification, trust, and environmental concern in this dynamic. The results underscore the potential of strategic CSR communication to not only enhance corporate reputation and customer loyalty but also promote environmental sustainability in the hospitality sector. These findings have pivotal implications for both academia, by providing insights into consumer behavior in the face of CSR communications, and for the industry, emphasizing the importance of genuine CSR initiatives and effective communication strategies.