CSR and organizational performance: The role of pro‐environmental behavior and personal values

Abstract Globally, the hospitality sector is known for an out‐sized carbon footprint. At the same time, the stiff competitive environment in this sector demands every hotel for an enhanced economic performance (ECP). Previously, corporate social responsibility (CSR) was mainly related to an enterprise's environmental performance (ENP) and ECP. However, the role of personal values like altruistic values (AV) and employees' pro‐environmental behavior (PEB) remained under‐studied in the past literature. This study examines the impact of CSR in spurring ENP and the ECP of hotel enterprises through AV and PEB. In this vein, 410 surveys were collected from hotel employees, and the hypotheses were tested through structural equation modeling. Among different implications, the most important was to realize the greater potential of CSR, which improves ENP and ECP by promoting the PEB and AV of the employees.