Activating tourists' citizenship behavior for the environment: the roles of CSR and frontline employees' citizenship behavior for the environment

Tourists can serve as contributors to the sustainability of tourist destinations. Thus, tourists’ citizenship behavior for the environment (customer CBE), which contributes to the sustainable greening of tourist destinations, should be activated. The primary aim of our research is to assess the predictive role of corporate social responsibility (CSR) for tourists’ CBE. This research also seeks to investigate the effect of CSR on employees’ organizational citizenship behavior for the environment (employee OCBE). Our research model was tested using the data-set from tour guides and their tourists in tourism industry in the Vietnamese business setting. The findings from our research provided evidence for the positive effect of CSR on customer CBE. In addition, CSR was found to foster employee OCBE, which in turn promoted customer CBE as well as intensified the CSR-customer CBE relationship. Customer CBE was also found to play a role in amplifying employee OCBE as well as the CSR-employee OCBE linkage. The results also lent support for the interactive effect of environmentally specific servant leadership with CSR in predicting employee OCBE.