Does perceived corporate social responsibility (CSR) relate to green behaviors among hotel customers? A conservation of resources perspective

Drawing on the Conservation of Resources (COR) theory, this study examines how perceived corporate social responsibility (CSR) relates to hotel customers' green behaviors, including the mechanisms and boundary conditions involved. We present a moderated serial mediation model where customer engagement and happiness act as sequential mediators between perceived CSR and green behaviors, with self-efficacy moderating the effects of perceived CSR on both customer engagement and happiness. Data were gathered from 419 customers staying at four-star and higher hotels through an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that perceived CSR is positively associated with green behaviors, both directly and indirectly through the sequential mediators of customer engagement and happiness. Additionally, the positive association between perceived CSR and these outcomes (customer engagement and happiness) is stronger among customers with higher levels of self-efficacy.