Women's satisfaction with their childbirth experiences and hospitals' corporate social responsibility intentions

Maternal satisfaction with childbirth is a key determinant of maternal well-being, mother–infant bonding, and postpartum recovery. In Israel, it also affects hospital reimbursement policies, incentivizing improvements in the quality and design of labor and delivery rooms. This study examined the influence of hospitals' corporate social responsibility (CSR) practices, particularly environmentally sustainable infrastructure and eco-conscious organizational policies—on maternal satisfaction, using the 3P service marketing mix: Physical Evidence, Process, and Personal Interaction. Data were collected from 58 mothers who gave birth in seven hospitals in northern Israel. These hospitals were located in six cities, as one city (Haifa) included two separate hospitals with independent maternity wards. The hospitals classified into two groups based on CSR initiatives related to infrastructure (delivery rooms, postpartum amenities), basic green-design features (energy-efficient lighting, natural ventilation, eco-certified materials), sustainable nutrition options, and waste recycling. Results indicate that a hospital's ecofriendly environment has a positive significant influence on maternal satisfaction, especially in the Personal Interaction ( r = .64, p < .001) and Process ( r = .59, p < .001) dimensions. Personal Interaction was the strongest predictor of maternal satisfaction (β = .71, p < .001), while CSR commitment had no significant effect on satisfaction with Physical Evidence. These findings provide new empirical evidence that a green hospital's organizational environment contributes not only to environmental goals, but also to better childbirth experiences. These insights are valuable for hospital managers, policymakers, and designers aiming to promote sustainable development and patient-centered maternity care. These findings support the integration of CSR into maternity care to enhance patient-centered delivery experiences. Legend. Visual model of Green Maternity based on the 3Ps (Personal Interaction, Process, and Physical Evidence), illustrating their connection with CSR dimensions and maternal satisfaction. • Hospital corporate social responsibility (CSR) practices positively influence maternal satisfaction. • Eco-conscious CSR promotes satisfaction via Personal Interaction and Process. • CSR commitment had no significant effect on satisfaction with Physical Evidence. • Eco-conscious CSR correlated well with Process satisfaction ( r = .62, p < .001). • Personal Interaction predicts satisfaction in high-CSR hospitals (β = .71, p < .001).