Subjects
-Abstract
In contemporary global competition, businesses have been under growing pressure from various stakeholders to manage rare resources and investigate the environmental impact of their actions. The need for sustainable development and green marketing has gained significant traction because of heightened public awareness of several environmental issues. The goal of sustainability is depicted as a long-term process that requires reconciling environmental concerns with social and economic ones. Green marketing is becoming increasingly popular as a means for companies to demonstrate their commitment to corporate social responsibility while gaining a competitive advantage in the marketplace and improving their corporate reputation. This research investigates the effect of green eco-friendly initiatives on corporate reputation. In addition, it examines the effect of corporate social responsibility as a mediator between the green activities implemented by the hotels and their corporate reputation. The researcher selected the Green Star hotels in the Red Sea in Egypt. Data was gathered through online self-administered questionnaires from a sample of 384 hotel guests. Statistical analysis was undertaken to examine the collected data using the proper statistical techniques and tests. Results revealed that green/eco-friendly activities significantly positively affect a hotel's corporate reputation.
Furthermore, corporate social responsibility mediates the relationship between green/eco-friendly activities and corporate reputation. The results revealed that green/eco-friendly activities have a significant positive indirect effect on corporate reputation in the presence of corporate social responsibility. Besides, the results also demonstrate that eco-friendly and CSR activities may benefit developing and emerging economies. Research findings were discussed to reflect the researcher's interpretation and perception of the outcomes. The research provides hotel marketers with practical implications for using eco-friendly and CSR initiatives.
DOI
10.21608/jces.2022.279776
Keywords
Keywords Green/eco-friendly activities (initiatives), Corporate Reputation, Corporate Social Responsibility, hotel/hospitality industry, Sustainability
Authors
MiddleName
-Affiliation
Department of Business Administration
Faculty of Management Sciences
Sadat Academy for Management Sciences, Cairo, Egypt
Email
-City
-Orcid
-Link
https://jces.journals.ekb.eg/article_279776.html
Detail API
https://jces.journals.ekb.eg/service?article_code=279776
Publication Title
المجلة العلمية للدراسات التجارية والبيئية
Publication Link
https://jces.journals.ekb.eg/
MainTitle
Eco-friendly initiatives and corporate reputation: the mediating effect of corporate social responsibility