From retail CSR to sustainability: how consumer citizenship and green practices make the difference

Purpose This study aims to explore the influence of retail corporate social responsibility (RCSR) on organisational sustainable performance (OSP) through the active agency of consumers. It examines the mediating role of consumer citizenship behaviour (CCB) and the moderating influence of green consumption practices (GCP) in shaping this relationship. Design/methodology/approach This study adopts a two-phased structural equation modelling approach to test the proposed hypotheses. Data were collected from 485 retail consumers in Andhra Pradesh, Telangana and Odisha using purposive sampling. To minimise common method bias, a two-wave time-lagged survey design was employed: RCSR and GCP were assessed in Phase 1, followed by CCB and Organisational OSP in Phase 2. Bootstrapping techniques were applied to validate structural relationships and to examine both direct and indirect effects, including the moderated mediation pathways influencing OSP. Findings The research shows that CSR has a significant positive impact on OSP (β = 0.733, p < 0.001), while CCB plays a critical role and mediates the relationship between CSR and OSP. Furthermore, the current research also finds out that GCP not only moderate the relationship between CCB and OSP, but also enhance the overall effect of CSR on OSP. The moderated mediation analysis confirms that GCP enhances the efficacy of CSR initiatives in fostering sustainable practices (95% CI: 0.001–0.018). Originality/value Consumer consciousness to the environment has grown alongside increased pollution and waste, making CSR strategies central to retailers aiming to encourage responsible consumption. Consequently, this research fills important gaps in the literature, presenting useful findings for suppliers, retailers, policymakers and scholars interested in promoting sustainable development agendas. The present study has demonstrated the relationship between CSR, CCB and GCP as key indicators of the necessity of implementing sound and ethical policies to enhance business organisational environmental management practices and resilience.