Environmental Corporate Social Responsibility Initiatives and Green Customer Citizenship Behavior in Tourism Industry: the Mediating Roles of Green Trust, Customer-Company Identification and Green Corporate Image

PurposeEnvironmental issues have triggered the need for sustainable behavior around the globe. The tourism industry's rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers' citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer-company identification and green image.Design/methodology/approachThis study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels' customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.FindingsThe study's findings show that environmental corporate social responsibility initiatives significantly impact green customers' citizenship behavior, green trust, customer-company identification and green corporate image. However, the relationship between green corporate image and green customers' citizenship behavior was insignificant. Furthermore, the study's results revealed that green trust and customer-company identification partially mediate between environmental corporate social responsibility initiatives and green customers' citizenship behavior.Practical implicationsThe findings suggest that hotels' environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer-company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers' green customer citizenship behavior.Originality/valueThis research developed a novel framework to understand green customers' citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers' citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer-company identification in tourism industry context.