CSR-driven motivation and happiness as dual pathways to brand advocacy

The moderating role of environmental concern in hospitality marketing

Bibliographic Data

ID9405409
AuthorsYonghui Rao (0009-0007-9535-1522, ZheJiang Economic and Trade Polytechnic), Xinyi Wu (0009-0009-9933-7298, Zhejiang Police College, corresponding author)
Year2025
Volume261
Pages105739-105739
Publication date2025-10-17
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueActa Psychologica (JOURNAL)
Journal identifiersISSN: 0001-6918 • E-ISSN: 1873-6297
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.actpsy.2025.105739
PMID41109108
OpenAlexW4415292329
LanguageEN
References cited64

This paper examines whether corporate social responsibility (CSR) creates customer brand advocacy (BA) through two cognitive-affective mechanisms (i.e., customer motivation (CM) and customer happiness (CH)) and whether customers' environmental concern (CEC) enhances these relationships in the Chinese hospitality context. A questionnaire survey of hotel guests (N = 361) was analyzed using PLS-SEM. CSR increased significantly both CM (b = 0.328, p 2 BA = 0.348; R 2 CH = 0.477). Overall, CSR works through the complementarity of rational (motivation) and emotional (happiness) conversion mechanisms to turn guests into ambassadors, and this conversion is more pronounced among environmentally concerned customers. Findings inform the CSR initiatives that hospitality managers can design and communicate to attract the head as well as the heart - and the messaging that can be aligned with segments having high levels of environmental concern to maximize advocacy

Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Environmental Sustainability in Business

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