How does perceived corporate social responsibility contribute to green consumer behavior of Chinese tourists

Purpose This study aims to examine consumption emotions and customer–company identification as mediating variables to explore the association of perceived corporate social responsibility (CSR) on green consumer behavior in a hospitality–lodging context. Design/methodology/approach Using a stimulus–organism–response framework, an integrated model is developed. The hypothesized relationships of the research model are tested using the structural equation modeling technique. Data were gathered from hotel guests at a UNESCO World Heritage Site in China. Findings Perceived CSR directly affects positive emotions, negative emotions and customer–company identification. Positive emotions significantly influence customer–company identification. Positive emotions and customer–company identification partially mediate the relationship between perceived CSR and green consumer behavior. Hotel type was not found to be a moderating factor. Research limitations/implications Perceived CSR can act to influence consumers’ behaviors more broadly via an increased likelihood of engaging in green consumer behavior. Implementing CSR strategies at the company level may provide additional benefits to society as a whole. The proposed relationships need to be replicated in other service organizations, segments and cultures to better assess the generalizability of the findings. Originality/value This study investigates the association between consumption emotions and customer–company identification, which has been missing in the tourism/hospitality literature. This study also extends previous CSR literature by examining the potential moderating role of hospitality type.