How Corporate Social Responsibility Motivation Drives Customer Extra-Role Behavior and Green Purchase Intentions: The Role of Ethical Corporate Identity

Abstract

This study investigates the relationship between the motives behind CSR and consumer extra-role behavior, as well as green purchase intention, specifically within the hospitality industry of an emerging market. This study uses two scenario-based experiments with high and low CSR fit contexts to examine how ethical corporate identity moderates the relationship. Both studies examine the impact of customers’ perceptions of a company’s CSR motivation (public-serving or firm-serving), on their extra-role behavior towards the company and intention to make green purchases. This influence is particularly relevant when the company actively communicates its ethical identity. The first study is conducted within a high-fit setting where the company’s locus aligns with its CSR program. In contrast, the second study replicates the research in a low-fit situation. The results indicate that CSR activities have a favorable effect on customer extra-role behavior and green purchasing intention, regardless of the CSR fit contexts. This effect is shown when the company’s ethical stance is known before engaging in CSR activities and when the goal is to serve the firm. Nevertheless, these endeavors demonstrate limited efficacy in prompting such conduct when the organization’s ethical identity remains implicit, even within a context driven by a desire to serve the public.

1. Introduction

In recent times, the hospitality industry has demonstrated an increasing involvement in the ideas of corporate social responsibility (CSR). Numerous hotels have adopted and implemented a wide range of CSR initiatives, with the main goals of making positive contributions to local communities, improving the well-being of their employees, and actively engaging in environmental conservation endeavors [1,2]. Likewise, in light of an expanding consumer need for environmentally conscious businesses, hotels on a global scale are progressively embracing sustainable methods. The observed phenomenon can be ascribed to the increase in environmentally conscious consumer behavior, as documented by Han et al. [3], Laroche et al. [4], and Lee et al. [5]. Simultaneously, there is a growing trend among consumers to exhibit greater discernment in assessing the eco-friendly initiatives undertaken by hotels. This is particularly evident in situations where the verification of environmental commitments becomes arduous and cost considerations tend to overshadow ecological priorities. The increased consciousness among consumers has brought attention to the possibility of hotels participating in greenwashing practices.

While a significant number of eco-initiatives predominantly require organizational modifications, hotels frequently engage both their staff and visitors in the process of environmental management. Signs promoting energy conservation and sustainable practices, such as turning off lights, reusing towels and linens, and practicing water conservation, are frequently observed at hotels. These indicators commonly function as environmental reminders, yet it is noteworthy that hotels frequently obtain substantial cost savings from these methods, even if they do not consistently disclose this directly. One instance that exemplifies the possibility of greenwashing involves the utilization of signage, such as the phrase “save the planet: re-use towels”, which may give the impression of dedication to water conservation. However, as Garza [6] has stated, the underlying purpose behind this action is actually to minimize laundry costs.

In the current epoch of reputation management, firms frequently place greater emphasis on the underlying ideas they uphold, as opposed to the specific products or services they provide. Consumers hold the perception that corporations serve as enduring collaborators in the joint creation of value. As a result, consumers actively pursue connections with these organizations, specifically looking for traits that carry value and go beyond the scope of their products or services. This includes considering the activities and behaviors exhibited by the companies themselves [7]. CSR activities play a prominent role in shaping consumers’ perceptions of a company’s values [8]. CSR efforts not only have a positive impact on society, but they also elicit many favorable responses towards the company, such as increased customer extra-role behaviors and enhanced purchase intention [7,9].

In the specific context of the hospitality industry in emerging nations, firms face the intricate challenge of developing and overseeing a CSR strategy that effectively matches their corporate brand values [8]. The configuration of emerging markets, which is distinguished by a rise in trade, economic advancement, and a rapidly growing middle class that possesses greater purchasing power, gives rise to higher scrutiny of enterprises and their behaviors beyond what is expected [10]. In order to overcome this difficulty, it is imperative for firms to cultivate a comprehensive understanding of the various aspects that impact customers’ evaluations of CSR initiatives [11]. To address this issue, this study examines whether CSR motivations and ethical corporate identity are significant factors in the success of companies’ CSR efforts. Additionally, this research responds to the call for further investigation into CSR in under-studied emerging markets, as highlighted by Hah, K. and Freeman, S. [10].

Despite the existence of a substantial amount of research investigating the effects of CSR on consumer reactions in emerging markets, e.g., [8], previous studies have not fully explained how consumers react to the motives behind companies’ CSR initiatives in different situations. The primary objective of this study is to clarify the conditions under which CSR activities may or may not achieve their intended impact on corporate brands. This research specifically examines the interaction between the ethical visibility of the corporate brand and CSR motivations in fostering extra-role behavior and green purchase intention. This study argues that consumers are more likely to respond positively to CSR activities when they perceive the company’s motives as being in the public interest. Conversely, if consumers perceive the company’s motives as self-serving, they are expected to evaluate the CSR activities less favorably. Additionally, this study investigates whether these associations are dependent on the company brand’s expression of its ethical position before undertaking CSR initiatives. In order to respond to these queries, two replicated studies are undertaken within separate CSR contexts.

2. Literature Review

2.1. CSR and Tourism

Although CSR has gained increasing significance in developed countries, it is not a novel concept for emerging markets [12]. The academic discourse surrounding CSR primarily emphasizes the favorable outcomes that corporations encounter through their participation in CSR initiatives. The advantages encompass positive consumer assessments, heightened inclination to acquire their products, and the reinstatement of corporation credibility throughout instances of product or company crises [13,14,15]. Moreover, CSR activities play a crucial role in enhancing the ability of organizations to withstand adverse information, facilitating the gathering of market data, and promoting the cultivation of beneficial customer relationships [16]. Companies influence consumers’ impressions of their altruistic nature and generate more favorable opinions towards the firms by actively participating in CSR initiatives [17]. As a result, consumers exhibit a greater propensity to endorse and collaborate with these organizations [18]. According to Peloza, Loock, Cerruti, and Muyot [19], when customers have a strong inclination towards acquiring knowledge about a company’s societal practices and achievements, CSR activities become the firm’s most valuable resource, fostering the development of its corporate brand.

The tourism sector places significant importance on CSR due to its potential to cause significant socio-cultural and environmental disruptions. Numerous organizations have demonstrated a proactive approach, as indicated in previous research [20,21], where actions are taken to mitigate the negative outcomes associated with developmental processes, while also upholding broader ethical principles. It is worth noting that there exists a clear commercial justification for the preservation of a pristine environment and the fostering of positive relationships with local residents, as leisure tourism heavily depends on these factors. The interconnection between the hospitality and tourism sectors highlights the significant importance of CSR initiatives within the domain of hotels. This subject has been extensively studied by researchers, as evidenced by the works of Akmese, Cetin, and Akmese [22], Guetat, Jarboui, and Boujelbene [23], Kang, Chiang, Huangthanapan, and Downing [24], Kim, Hlee, and Joun [25], and Kim, Song, and Lee [26]. The hotel industry is experiencing significant growth, particularly with the rise of multinational hotel chains that operate worldwide and offer a wide range of brands. These entities possess significant power inside the marketplace, and it is important to acknowledge the contributions made by smaller chains and independent properties across multiple dimensions. In the realm of destination reception, hotels have been found to have economic benefits, but they also bring about environmental consequences. These consequences include the excessive consumption of electricity and water, as well as the generation of waste [27,28].

Hotels have taken proactive measures to address the criticisms regarding the negative impacts of their operations. They have introduced several CSR initiatives aimed at protecting the environment, which in turn provide cost-saving benefits [29]. Certain establishments have also adopted criteria for design and construction in an effort to mitigate inappropriate development and environmental deterioration. In addition, a portion of these endeavors is directed towards promoting societal well-being, including assistance for disadvantaged communities and involvement in local philanthropic activities. This approach is being increasingly adopted by prominent multinational corporations, as evidenced by the works of Bohdanowicz and Zientara [30] and Kucukusta et al. [31]. The concepts of CSR and sustainable development have become essential components of corporate vision and operational paradigms [32]. They now serve as strategic marketing tools [33]. It is apparent that prominent hotel conglomerates have demonstrated an increasing recognition of their wider societal responsibilities and have consequently made efforts to integrate environmental and social criteria into their managerial strategies [34]. This decision is based on both practical business considerations and ethical principles. In the context of measuring progress, it is crucial to acknowledge that smaller firms, which refrain from utilizing formal reporting procedures, provide a greater challenge. However, the widespread and increasing awareness of environmental issues indicates that the concepts that form the foundation of CSR are likely to have an impact on all individuals and groups involved in the tourism and hospitality sectors. This impact is particularly significant for larger corporations, as they possess greater resources and have a global presence, enabling them to exert a more substantial influence.

There has been an increase in scholarly attention towards CSR in the hospitality industry. Researchers have explored the impact of CSR adoption on hotel performance, as evidenced by studies conducted by Benavides-Velasco, Quintana-García, and Marchante-Lara [35], de Grosbois [36], Inoue and Lee [37], Kang, Lee, and Huh [38], Levy and Park [39], Van Beurden and Gössling [40], and Youn, Hua, and Lee [41]. There is a divergence of opinions about the impact of CSR on performance, with some scholars saying that the adoption of CSR practices leads to enhanced performance [2,37,42,43,44]. On the other hand, there are opposing viewpoints suggesting that establishing a clear connection is difficult, or that CSR expenses may have negative financial consequences [45,46]. Disney et al. [47] conducted a study that provides empirical evidence that the coverage of Sustainable Development Goals (SDGs) exhibits no correlation with firm performance. This finding is of special significance due to the common recognition of SDGs in relation to CSR endeavors [47]. In addition, accurately quantifying the direct and indirect effects presents a significant obstacle [48]. Multiple studies have observed the prevalent tendency of hotel management to prioritize short-term goals, which might impede the successful implementation of CSR initiatives that require a sustained, long-term commitment [20].

2.2. CSR Motivation and Extra-Role Behavior

In the existing body of the literature, there is a widely accepted agreement regarding the positive correlation between CSR and firm performance. However, some scholars hold a different perspective, asserting that the relationship between CSR and firm performance is complex and not easily discernible. This viewpoint is supported by studies conducted by Crifo, Diaye, and Pekovic [49] as well as Mackey, Mackey, and Barney [50]. The alternative perspective is rooted in the trade-off that exists between the many dimensions of CSR, as highlighted by Crifo et al. [49]. A company’s CSR policy incorporates various aspects, including environmental, social, and business practices. The comprehension of the impact of these diverse factors on the functioning of a corporation is a crucial managerial concern, which requires an examination of the reactions of different stakeholders towards them. Therefore, it is imperative for organizations to practice prudence and thoughtful decision-making in order to achieve a harmonious equilibrium between the many expectations of stakeholders regarding CSR, with the aim of minimizing any potential adverse effects on firm performance [51].

Among the diverse range of stakeholders, customers demonstrate a strong inclination towards being well-informed about the admirable initiatives undertaken by the companies from which they make their purchases. Nevertheless, there exists a degree of skepticism and apprehension among individuals over the underlying intentions of these corporations [52]. According to Kim, Chaiy, and Chaiy [53], external stakeholders generally regard CSR as an undertaking that does not prioritize profit-seeking, hence contrasting with the profit-oriented mentality typically associated with corporations. The inherent contradiction between the essence of CSR and the pursuit of corporate interests generates a sense of mistrust among customers regarding the underlying motives. Consequently, this skepticism has the potential to impact their subjective assessments of firms.

According to Anderson and Weiner [54] and Kelley [55], attribution theory suggests that individuals analyze the conduct of others by considering the reasons they believe caused those actions. These perceived causes then impact how individuals behave towards the others in question [56]. Furthermore, the theoretical framework posits that when humans are confronted with unforeseen knowledge, such as the aforementioned concept of CSR, they endeavor to infer the underlying rationale and motivation behind it. When suspicions emerge, individuals tend to employ more complex processes of attribution, potentially undermining or disregarding the motives that have been observed or claimed [57]. In the realm of CSR, the manner in which customers perceive the fundamental factors influencing a company’s actions can greatly influence their responses towards particular corporate brands. When customers ascribe reasons that closely fit with the essence of CSR, they may display actions that are favorable towards the organization.

According to Ahearne et al. [15], consumers are more likely to respond positively to companies that make genuine efforts to address social concerns. One example of a reaction is extra-role behavior, which pertains to the voluntary and discretionary behaviors carried out by individual consumers that are not explicitly anticipated or incentivized [17]. While CSR activities possess the capacity to stimulate extra-role behaviors, such as offering suggestions for enhancing products or services, acquiring supplementary services, taking part in company surveys and events, defending companies against negative reactions, making recommendations to others, and engaging in positive word-of-mouth [58], the efficacy of these behaviors is contingent upon consumer perceptions.

The views and responses of consumers towards a company’s CSR activities are significantly influenced by their attributions regarding the company’s motive for engaging in CSR [59]. Someone who perceives a company as having a public-serving motive will believe that the company’s CSR efforts are undertaken to benefit society or a cause that the company supports. In contrast, someone who perceives a company as having a self-serving motive for its CSR activities will believe that those activities are undertaken to benefit the company. Various interpretations of CSR motives may be found in the literature. The literature suggests that there are two types of perceived motives for a company’s CSR activities: public-serving and self-serving [60]. These two types of motives have been variously termed altruistic versus egoistic, exogenous versus endogenous, other versus self-centered, and sincere versus image-promotional [59,61,62]. Kim et al. [53] put forth a framework that classifies CSR motivation into two distinct dimensions: social, which focuses on serving the public, and economic, which centers around serving the interests of the firm. Organizations, as essential components of societal structure, bear the obligation to generate economic advantages while concurrently making contributions towards the well-being of the communities within which they function. Therefore, it is possible for corporations to exhibit both self-serving and public-serving motivations when participating in CSR initiatives. Nevertheless, the fundamental inquiry revolves around the manner in which consumers ascribe reasons and the subsequent impact of these attributions on their responses. This study proposes that the application of attribution theory [56] suggests that customers are inclined to doubt the sincerity of CSR initiatives when corporations express self-serving objectives, such as the intention to enhance their corporate image. On the other hand, when corporations express their intentions to serve the public (such as by promoting public welfare), customers are more likely to regard CSR initiatives as being motivated by a sincere concern for the specific issue at hand [63]. However, it is crucial to acknowledge that the results generated by a particular motivation can fluctuate in various situations, hence lacking a guarantee of consistent impacts.

Yoon, Gurhan-Canli, and Schwarz [64] suggest that the mediating factor in consumers’ assessment of CSR is the perceived sincerity of company motives. The findings of their study indicate that the presence of firm-serving objectives is correlated with a decrease in favorable attitudes and behaviors exhibited by stakeholders towards the corporation. According to the research conducted by Forehand and Grier [61], it has been found that when individuals make stronger attributions of public-serving objectives, they tend to form positive evaluations regarding the fundamental nature of the organization. As a result, organizations encounter a dilemma when deciding whether to prioritize public-serving objectives while downplaying firm-serving motives in their CSR communications or to embrace transparency and promote the business motives underlying their CSR programs. Building upon the aforementioned reasons, H1 is formulated as follows (see Figure 1):

H1. 

Consumer perceptions of a company engaging in CSR activities driven by a public-serving motivation will result in a higher likelihood of demonstrating extra-role behavior towards the company compared to situations where consumers perceive the CSR activities to be motivated by firm-serving intentions.

2.3. CSR Motivation, Ethical Corporate Identity, and Extra-Role Behavior

Consumers form psychological contracts with corporate brands in order to cultivate long-lasting and mutually beneficial connections. The corporate brand functions as a unique portrayal of the corporation and its offers [65], thus forming consumers’ associations and impacting their opinions towards the company’s products and activities [66].

CSR initiatives attract more scrutiny and capture the interest of activists and interest groups aiming to uncover examples of companies not meeting their commitments or making exaggerated assertions [67]. The potential consequences of consumers’ views of these deceptive claims may prompt them to engage in different acts as a kind of retribution against corporate brands [66]. As a result, acts initiated by consumers that are aimed towards corporate brands possess the capacity to weaken favorable brand connections, disrupt corporate brand plans, and hinder endeavors in building identity [68].

According to Verbos, Gerard, Forshey, Harding, and Miller [69], when CSR initiatives are not consistent with the core values of a company’s brand, it can lead to inconsistent messages that may ultimately damage the company’s reputation. According to the findings of the Brand Japan 2014 Survey, the foremost environmental brands have a shared characteristic, namely, their tangible societal contributions [70]. These companies place a higher emphasis on effectively communicating their ethical stance, going beyond their CSR initiatives. They shape their corporate philosophy based on their core values and moral principles. The ethical identification of corporations is associated with their social connectivity, critical reflexivity, and responsiveness, as well as their integration of social and dialogical components within their corporate operations [71]. The interactions between corporations and society are regulated by ethical norms, which encompass various stakeholders such as suppliers, employees, customers, and the environment. The aforementioned elements, as posited by Oliver, Statler, and Roos [72], serve as the fundamental basis for organizational principles, regulations, decision-making processes, actions, behaviors, and communication initiatives. Hence, the act of conveying the ethical character of a corporate brand functions as a mechanism to communicate the organization’s principles and can serve as a cognitive shortcut to alleviate consumers’ doubts regarding CSR initiatives.

The significance of ethical corporate identity is paramount in establishing a connection between the internal and external aspects of corporate identities, hence offering a comprehensive and dynamic framework [71]. Companies can effectively build a distinctive position in consumers’ perceptions by clearly emphasizing their ethical attitude, hence expressing their position within the competitive landscape [73]. Organizations that strategically present themselves as ethical entities are more inclined to attain a heightened level of perceived alignment between their CSR initiatives and their business branding. Irrespective of the underlying objectives for CSR initiatives, customers generally exhibit a preference for companies that possess ethical corporate identities. Nevertheless, despite the inherent benefits associated with stated ethical identities, several organizations fail to sufficiently emphasize their ethical attributes and instead rely on implicit assertions regarding their corporate traits [72]. The lack of communication or explicit emphasis on their ethical viewpoint prior to undertaking CSR initiatives is evident. The unresolved issue of why certain organizations choose not to openly display their ethical corporate identity persists in the academic literature on corporate branding and CSR [8]. The existing body of the corporate branding literature posits that the disclosure of an ethical corporate identity is associated with favorable outcomes. However, there remains a dearth of comprehensive elucidation concerning the manner in which consumers respond to varying circumstances of ethical corporate identity (explicit and implicit) and CSR motivation (public serving and firm serving). Therefore, a thought-provoking inquiry emerges; what is the influence of the interplay between ethical corporate identity and CSR motivation on extra-role behavior? Expanding upon the aforementioned considerations, H2 is formulated as follows:

H2. 

The association between CSR motivation and extra-role behavior is contingent upon the moderating effect of ethical corporate identity, such that consumers exhibit greater levels of extra-role behavior towards a company that explicitly communicates its ethical stance (explicit ethical corporate identity) prior to engaging in CSR activities compared to a company that does not emphasize its ethical identity (implicit ethical corporate identity).

2.4. CSR Motivation and Green Purchase Intention

Environmental corporate social responsibility (ECSR) programs encompass the deliberate endeavors undertaken by corporations to incorporate environmental initiatives into their fundamental business operations. The authors [74] assert that these activities are closely monitored in order to maintain the firm’s financial development. ECSR activities comprise a range of components, including eco-labeling, rational-driven campaigns, and environmental programs. These initiatives have been acknowledged for their significant contribution to the enhancement of the firms’ reputations, images, and competitive advantages [75]. Furthermore, these programs have a role in bolstering consumer loyalty [76]. Munerah et al. [77] have observed that individuals who are exposed to business activities promoting environmental sustainability are more likely to engage in environmentally conscious purchasing behaviors. This finding suggests a favorable reception towards CSR policies, as highlighted by Bianchi et al. [78]. According to previous studies [74,79,80], it is widely thought that ECSR programs have a direct and indirect impact on consumers’ intentions to engage in environmentally responsible shopping.

Consumer skepticism arises when corporations are perceived to prioritize their own interests, which in turn raises suspicions about the company’s objectives [81,82,83]. The study conducted by Skarmeas and Leonidou [84] demonstrates that egoistic or stakeholder-driven incentives have the potential to generate mistrust towards CSR, but attributions rooted in values can mitigate such skepticism. It is commonly anticipated by consumers that corporations will behave in a manner that benefits the general public, and any departure from this anticipation is generally perceived in a negative light [61]. Consumers have a strong aversion towards dishonest or manipulative techniques employed by corporations [85,86]. Skepticism also emerges when there exists a disparity between the assertions made by a corporation in its marketing efforts and the tangible acts it undertakes, particularly when these assertions are challenging to verify [87,88,89]. Criticism towards environmental marketing frequently arises due to the presence of inaccurate, unsupported, or overstated assertions [90]. Hotels may encounter consumer skepticism as a result of unverifiable assertions regarding their environmental sustainability practices or suspicions regarding any hidden agendas behind their pro-environmental initiatives. The application of Kelley’s [91] theory of discounting behavior can be utilized to make predictions on consumer reactions to a hotel’s self-proclaimed environmentally friendly initiatives. According to the theory, in situations where consumers are faced with many incentives, they tend to credit the pro-environmental acts of a hotel to environmental considerations, even in the absence of apparent benefits to the hotel. On the contrary, when the advantages of the hotel are evident, consumers tend to develop skepticism and link the hotel’s environmentally friendly initiatives with motives driven by self-interest.

According to Han and Tian [92], purchase intention can be defined as the likelihood or probability of a consumer engaging in a purchase. In this particular context, the notion of green purchasing intention is elucidated as the probability of a consumer procuring a particular product motivated by environmentally oriented beliefs. This idea pertains to the degree to which consumers are inclined to purchase products and services from companies that are recognized for their commitment to environmental responsibility. The concept of green purchase intention refers to an individual’s predisposition to prioritize the consumption of green items above non-green alternatives in their decision-making process, as proposed by Newton et al. [93]. The selection of environmentally friendly products by consumers is impacted by a range of factors, such as functional performance, quality, convenience, and price. This assertion is substantiated by the research conducted by Bhattacharya [94], Schlegelmilch et al. [95], and Wong et al. [96]. According to Bui [97], while examining a consumer’s propensity for environmentally friendly purchasing, it is crucial to consider various factors, including but not limited to beliefs, values, needs, knowledge, motivation, demographic features, and attitudes. The Theory of Planned Behavior is frequently employed as a conceptual framework for investigating various dimensions of environmentally conscious consumer behavior. These dimensions include the inclination to pay similar prices for eco-friendly products, the intention to patronize establishments that prioritize environmental sustainability, and the intention to revisit such establishments [3,98,99]. According to previous studies conducted by Cook et al. [100], Kapelianis and Strachan [101], and Laroche et al. [4], it has been found that a significant number of consumers demonstrate a willingness to pay higher prices for products that are environmentally friendly.

The existing literature suggests that consumers exhibit a preference for acquiring products that are environmentally friendly, particularly when these products are offered by companies that demonstrate a commitment to environmental and social responsibility [75,77,78]. The purchasing decisions of consumers are influenced by the environmental commitments of companies, hence affecting their preference for environmentally friendly products [79]. The possible impact of ECSR programs on consumers’ willingness to engage in environmentally responsible behaviors gives rise to the creation of the following hypothesis:

H3. 

Consumer perceptions of a company engaging in CSR activities driven by a public-serving motivation will result in a higher likelihood of demonstrating green purchase intention towards the company compared to situations where consumers perceive the CSR activities to be motivated by firm-serving intentions.

2.5. CSR Motivation, Ethical Corporate Identity, and Green Purchase Intention

According to the findings of Karaosmanoglu E. et al. [8], it was determined that when a company has a well-established reputation for ethical principles before embarking on specific CSR initiatives, these CSR efforts will lead to improvements in customer extra-role behavior. This effect is observed regardless of the alignment between the CSR initiatives and the overall context. In a similar context, Machado et al. [102] conducted an examination of the influence of customers’ opinions about corporate brands on their tendencies towards different branding tactics. The study conducted by the researchers provided evidence that consumers’ tendencies are substantially influenced by their attitude towards the brand. Vanhamme et al. [103] conducted a study to examine the impact of the alignment between a company’s endorsed cause and customer preferences on brand attitudes and brand choices. The results of their study emphasized that those who strongly identified with a certain cause were more likely to have positive evaluations of marketing initiatives.

H4. 

The association between CSR motivation and green purchase intention is contingent upon the moderating effect of ethical corporate identity, such that consumers exhibit greater levels of green purchase intention towards a company that explicitly communicates its ethical stance (explicit ethical corporate identity) prior to engaging in CSR activities compared to a company that does not emphasize its ethical identity (implicit ethical corporate identity).

3. Methods

The objective of this research is to examine the impact of communicating an ethical corporate identity before engaging in CSR initiatives on consumers’ inclination to buy the company’s products or services, as well as consumers’ responses towards corporate brands, taking into account their perceptions of whether the companies’ CSR endeavors are motivated by public-serving or firm-serving interests. The study used a 2 × 2 between-subjects experimental design implemented in two separate experiments conducted in different contexts. In both experiments, the researchers altered the level of visibility pertaining to ethical corporate identity, distinguishing between explicit ethical corporate identity and implicit ethical corporate identity. Additionally, the researchers also manipulated the underlying reasons for CSR, differentiating between firm-serving motives and public-serving motives. The primary emphasis of Study I is an examination of a firm that is actively involved in a CSR initiative that is directly aligned with its core business operations. Specifically, the company in question is a Chinese-based accommodation provider that is committed to supporting a training program in the hotel and tourism sector, thereby demonstrating a high level of compatibility between its CSR efforts and its primary business activities. In order to mitigate the constraints associated with a single within-context investigation, a further within-context study, referred to as Study II, is undertaken. In Study II, the focus is on a company that engages in a CSR initiative that is not directly related to its primary business. Specifically, the study examines a Chinese-based accommodation provider that undertakes a tree-planting campaign within Thailand, despite the low match between the company’s CSR efforts and its core business activities. In order to assess and determine whether respondents attribute public-serving or firm-serving motives to a CSR initiative, the researchers establish a criterion of fit between the firm’s core business and the nature of the social cause. This criterion is used by respondents to refer to a specific CSR activity for evaluation. The findings of Du et al. [52] and Forehand and Grier [61] suggest that customers’ perceptions of CSR activities are influenced by their perception of a misalignment between a company’s core business and its social initiatives. In order to maintain focus on the main goal of this research, the authors employ a direct approach and examine the concept of fit as a variable for defining the context of CSR. This is accomplished through the implementation of two replicated 2 × 2 scenario-based experiments, each conducted within distinct contexts: the high CSR fit context (Study I) and the low CSR fit context (Study II).

We recruited the participants through a company and administered our study using software. Although the study involves human participants, the authors did not seek approval from any institutional review board (ethical committee) prior to the study. Ethical approval and formal written and verbal consent were deemed unnecessary because of the nature of the study. The study collected information about the CSR perception of the participants based on scenarios involving fictitious companies. The participants were above the age of 18 years. No identifying information, such as name, address, or photographs, was collected to ensure participants’ privacy. However, participants read and agreed to the statement, “The purpose of this questionnaire is to better understand about CSR in the hospitality industry of an emerging market. Your answers will be treated completely confidentially and will only be used in the research analysis. Your involvement is completely voluntary and you can withdraw at any time without repercussions.” in the online questionnaire before taking part in the questionnaire survey. The data were collected between the 6 and 16 August 2023. A total of 647 individuals successfully completed the questionnaire, resulting in a usable response rate of 64.60% (418) out of the total number of questionnaires received. Study I included a sample size of 213 individuals from China, consisting of 103 males and 110 females (see

Table 1. Demographic statistics of Study I.

		Frequency	Percent	Cumulative Percent
Gender	Male	103	48.4	48.4
	Female	110	51.6	100
	Total	213	100
Age	18–25	60	28.2	28.2
	26–40	135	63.4	91.5
	41–60	18	8.5	100
	Total	213	100
Education Level	High school or below	7	3.3	3.3
	Bachelor’s degree	184	86.4	89.7
	Master’s or above	22	10.3	100
	Total	213	100
Income Level	Below RMB 5000	49	23	23
	RMB 5001–RMB 10,000	99	46.5	69.5
	RMB 10,001–RMB 15,000	50	23.5	93
	RMB 15,001–RMB 20,000	11	5.2	98.1
	Above RMB 20,000	4	1.9	100
	Total	213	100
Occupation	Office worker	145	68.1	68.1
	Professional person	13	6.1	74.2
	Student	54	25.4	99.5
	Others	1	0.5	100
	Total	213	100

). Similarly, Study II comprised 205 Chinese participants, with 97 males and 108 females (see

Table 2. Demographic statistics of Study II.

		Frequency	Percent	Cumulative Percent
Gender	Male	97	47.3	47.3
	Female	108	52.7	100
	Total	205	100
Age	18–25	59	28.8	28.8
	26–40	143	69.8	98.5
	41–60	3	1.5	100
	Total	205	100
Education Level	High school or below	3	1.5	1.5
	Bachelor’s degree	184	89.8	91.2
	Master’s or above	18	8.8	100
	Total	205	100
Income Level	Below RMB 5000	44	21.5	21.5
	RMB 5001–RMB 10,000	99	48.3	69.8
	RMB 10,001–RMB 15,000	38	18.5	88.3
	RMB 15,001–RMB 20,000	19	9.3	97.6
	Above RMB 20,000	5	2.4	100
	Total	205	100
Occupation	Office worker	141	68.8	68.8
	Professional person	9	4.4	73.2
	Student	55	26.8	100
	Total	205	100

). The sample consisted of 418 participants, all of whom were between the ages of 18 and 60. Both studies employed a process in which respondents were randomly assigned to different conditions, utilizing a between-subjects design with two factors: firm-serving or public-serving CSR motivation and explicit or implicit ethical corporate identity. To be eligible for participation, individuals were required to be situated within the geographical boundaries of China and have reached a minimum age of 18 years. Furthermore, screening mechanisms were employed to prevent the inclusion of duplicate IP addresses, validate the overall duration of questionnaire completion, and restrict the sample to persons with a business or closely related academic background, as well as those who have Chinese as their first language of communication. The mean response time across all participants was 325 s. In the first study, the mean response time was recorded as 345 s; however, in the second study, it was observed to be 305 s. Stata 18 was employed for the statistical analysis.

In the first study, participants were provided with a scenario (see Appendix A) that depicted a fictional company named Soneva Hotel Group. The scenario outlines the company’s specific focus, or lack thereof, on its ethical standing. The company recently implemented a CSR project focused on tourism and hospitality training. The primary goal of this initiative was to make a positive impact on society or to improve the company’s reputation. In the second study, the aforementioned company was seen participating in a CSR initiative that centered around tree planting in Thailand, which is considered a low-fit environment. Subsequently, the survey was conducted to evaluate the participants’ perceptions of the ethical identity of the firm, their motivation towards CSR, and their assessment of the level of fit between the company’s CSR initiatives and its overall objectives. Finally, the participants were requested to express their willingness to show extra-role behavior and their intention to engage in environmentally friendly purchases. The study utilized several scales to measure different constructs. These scales included ethical corporate identity, which assessed the perceived ethical stance of the company [104]; CSR motivation, which measured the motivation behind CSR [53]; CSR fit, which examined the alignment between a company’s activities and its social responsibility goals [105]; extra-role behavior, which assessed customers’ voluntary actions [15]; and green purchase intention, which assessed consumers’ intention to purchase environmentally friendly products [106]. The Likert scale had a range of 1 (indicating strong disagreement) to 5 (indicating strong agreement) for all measurements (see Appendix C).

A greater representation of ethical values is shown by higher scores on the ethical corporate identity scale for the corporation described in the scenario, as compared to the condition that represents a less apparent ethical identity. According to Kelley and Michela [55], attribution theory posits that when a company is depicted as actively highlighting its ethical perspective and actively seeking recognition for its ethical actions, consumers are more likely to perceive its ethical stance as more prominent.

Kim et al. [53] posit that corporations are motivated to participate in CSR efforts due to their anticipation of either social benefits, which serve the public, or economic benefits, which serve the company. These advantages possess different characteristics, although they are not mutually exclusive and do not exist on a continuum. When individuals evaluate a corporation’s motivation for engaging in corporate CSR, they may ascribe both social and economic benefits to the company’s CSR initiatives. In order to provide comprehensive coverage, the questionnaires incorporated items pertaining to both dimensions, irrespective of the experimental condition. The utilization of this method allows for the evaluation of various manipulations [8]. The researchers employed items from the social dimension of the CSR process scale [53] in order to assess public-serving motivation. The mean value for the relevant scenario was then computed. The assessment of firm-serving motivation was conducted using a comparable approach, which involved the utilization of items that pertained to the economic dimension of the aforementioned scale. This procedure closely resembles the approach employed by Karaosmanoglu, E. et al., [8]. The study focused on the measurement of public-serving and firm-serving motivation. Additionally, Babin, Darden, and Griffin [107] examine the assessment of hedonic and utilitarian shopping value dimensions, which are found to coexist in value appraisal without creating a continuum.

4. Results

4.1. Study 1: CSR Motivation and Ethical Corporate Identity in High-Fit Context

The participants involved in the study were allocated to one of four groups: (1) motivation for CSR that primarily benefits the public, along with an explicit emphasis on ethical corporate identity, (2) motivation for CSR that primarily benefits the firm, along with an explicit emphasis on ethical corporate identity, (3) motivation for CSR that primarily benefits the public, along with an implicit emphasis on ethical corporate identity, and (4) motivation for CSR that primarily benefits the firm, along with an implicit emphasis on ethical corporate identity. The reliabilities of the multi-item scales utilized to assess the constructs were found to be high (see

Table 3. Reliability statistics of Study I.

	Cronbach’s Alpha	No. of Items
Perceived Ethical Stance	0.834	4
Economic Motivation	0.754	7
Social Motivation	0.821	8
CSR Fit	0.762	6
Consumer Extra-Role Behavior	0.839	6
Green Purchase Intention	0.760	3

). Specifically, the ethical corporate identity scale demonstrated a reliability coefficient of α_ETH = 0.83, the public-serving CSR motivation scale had a reliability coefficient of α_PSM = 0.82, the firm-serving CSR motivation scale had a reliability coefficient of α_FSM = 0.75, the CSR fit scale had a reliability coefficient of α = 0.76, the customer extra-role behavior scale had a reliability coefficient of α_EXTR = 0.84, and the green purchase intention scale had a reliability coefficient of α_GPI = 0.76 [108]. In order to analyze the manipulations, participants were asked to submit evaluations about the perceived ethical position of the company, specifically in terms of explicit versus implicit ethical corporate identity, as well as the motive behind the CSR activities, distinguishing between public-serving and firm-serving motivations. The Welch test was utilized to analyze the manipulation of ethical corporate identity due to the failure to meet the assumption of homogeneity of group variances (see

Table A4. (Manipulation check: perceived ethical stance).

Descriptive
	N	Mean	Std. Deviation	Std. Error	95% Confidence Interval for Mean		Minimum	Maximum
					Lower Bound	Upper Bound
Explicit	104	4.3846	0.41208	0.04041	4.3045	4.4648	2.75	5
Implicit	109	3.5413	0.86235	0.0826	3.3776	3.705	1.5	5
Total	213	3.9531	0.79993	0.05481	3.845	4.0611	1.5	5

,

Table A5. (Manipulation check: perceived ethical stance).

Test of Homogeneity of Variances
		Levene Statistic	df1	df2	Sig.
Perceived Ethical Stance	Based on Mean	56.154	1	211	<0.001
	Based on Median	45.243	1	211	<0.001
	Based on Median and with adjusted df	45.243	1	170.273	<0.001
	Based on trimmed mean	55.235	1	211	<0.001

and

Table A6. (Manipulation check: perceived ethical stance).

Welch Test Result
	Statistica	df1	df2	Sig.
Welch	84.114	1	156.482	<0.001

^a Asymptotically F-distributed.

in Appendix B). The results of the analysis indicated a notable and statistically significant distinction between explicit and implicit ethical corporate identity. Specifically, the mean score for explicit ethical corporate identity (M_EX = 4.38) was significantly higher than the mean score for implicit ethical corporate identity (M_IM = 3.54). This difference was found to be statistically significant, as indicated by the F-value of 84.11 and a p-value of less than 0.001. Moreover, according to the results of the one-way analysis of variance (ANOVA), there was a statistically significant difference in economic motivation between public-serving motivation and firm-serving motivation (see

Table A7. (Manipulation check: CSR motivation).

Descriptive
		N	Mean	Std. Deviation	Std. Error	95% Confidence Interval for Mean		Minimum	Maximum
						Lower Bound	Upper Bound
Economic Motivation	Public-Serving	105	3.7959	0.45319	0.04423	3.7082	3.8836	1.86	4.86
	Firm Serving	108	4.2283	0.51413	0.04947	4.1303	4.3264	1.71	5
	Total	213	4.0152	0.53021	0.03633	3.9436	4.0868	1.71	5
Social Motivation	Public-Serving	105	3.9265	0.59883	0.05844	3.8106	4.0424	1.5	5
	Firm Serving	108	3.6492	0.66358	0.06385	3.5226	3.7757	1.63	4.63
	Total	213	3.7859	0.64612	0.04427	3.6986	3.8731	1.5	5

,

Table A8. (Manipulation check: CSR motivation).

Test of Homogeneity of Variances
		Levene Statistic	df1	df2	Sig.
Economic Motivation	Based on Mean	0.786	1	211	0.376
	Based on Median	0.368	1	211	0.545
	Based on Median and with adjusted df	0.368	1	204.111	0.545
	Based on trimmed mean	0.536	1	211	0.465
Social Motivation	Based on Mean	2.437	1	211	0.12
	Based on Median	1.486	1	211	0.224
	Based on Median and with adjusted df	1.486	1	210.296	0.224
	Based on trimmed mean	2.071	1	211	0.152

and

Table A9. (Manipulation check: CSR motivation).

ANOVA
		Sum of Squares	df	Mean Square	F	Sig.
Economic Motivation	Between Groups	9.955	1	9.955	42.314	<0.001
	Within Groups	49.643	211	0.235
	Total	59.598	212
Social Motivation	Between Groups	4.094	1	4.094	10.234	0.002
	Within Groups	84.41	211	0.4
	Total	88.504	212

in Appendix B). Specifically, the mean score for public-serving motivation (M_PSM) was 3.79, while the mean score for firm-serving motivation (M_FSM) was 4.23. The F-value was 42.31, indicating a substantial difference between the groups. The p-value was less than 0.001, further supporting the statistical significance of the findings. In a similar vein, it is worth noting that there was a statistically significant distinction in social motivation between individuals motivated by public serving and those motivated by firm serving (M_PSM = 3.93 vs. M_FSM = 3.65; F = 10.23, p = 0.002 < 0.01).

Following the completion of manipulation checks, a research design utilizing a 2 × 2 factorial design was utilized to investigate the influence of CSR motivation and perceived ethical corporate identity on customer extra-role behavior and green purchase intention. The statistical technique known as an analysis of variance (ANOVA) yielded substantial results indicating that both CSR motivation (F = 12.55, p < 0.001) and the perceived ethical identity of the company (F = 62.03, p < 0.001) had a notable impact on customer extra-role behavior. The results of the study revealed that consumers were more likely to participate in extra-role behavior towards enterprises that engaged in CSR activities driven by public-serving motivations, as opposed to those driven by firm-serving motivations (M_PSM = 3.86 > M_FSM = 3.55), thus supporting Hypothesis 1.

The study observed a significant relationship between the motive of CSR and the ethical corporate identity in predicting extra-role behavior (see

Table A10. (Two-way ANOVA test: dependent variable: customer extra-role behavior).

Descriptive
CSR Motivation	Ethical Corporate Identity	Mean	Std. Deviation	N
Public Serving	Explicit	4.111	0.49387	51
	Implicit	3.627	0.63757	54
	Total	3.8621	0.61926	105
Firm Serving	Explicit	4.006	0.34089	53
	Implicit	3.1122	0.91588	55
	Total	3.5508	0.82544	108
Total	Explicit	4.0575	0.42409	104
	Implicit	3.3672	0.82812	109
	Total	3.7043	0.74589	213

and

Table A11. (Two-way ANOVA test: dependent variable: customer extra-role behavior).

Tests of Between-Subjects Effects
Source	Type III Sum of Squares	df	Mean Square	F	Sig.
Corrected Model	32.866a	3	10.955	26.912	<0.001
Intercept	2935.877	1	2935.877	7212.017	<0.001
CSR_Motivation	5.11	1	5.11	12.553	<0.001
Ethical_Identity	25.252	1	25.252	62.031	<0.001
CSR_Motivation × Ethical_Identity	2.235	1	2.235	5.491	0.020
Error	85.08	209	0.407
Total	3040.654	213
Corrected Total	117.946	212

^a R Square = 0.279 (Adjusted R Square = 0.268).

in Appendix B). This relationship was shown to be statistically significant (F = 5.49, p = 0.02 < 0.05) as depicted in Figure 2. The study revealed that the association between motivation for CSR and engagement in extra-role conduct was more pronounced when influenced by the moderating factor of ethical corporate identity. The study found that consumers were more inclined to participate in additional activities beyond their expected roles for companies that clearly emphasized their ethical corporate identities before implementing CSR initiatives. This was observed in both conditions where the initiatives served the public (M_EXPSM = 4.11 > M_IMPSM = 3.63) and situations where the initiatives served the firm (M_EXFSM = 4.01 > M_IMFSM = 3.11), thus supporting Hypothesis 2. In firm-serving contexts, consumers showed a higher propensity for engaging in extra-role behavior when corporations explicitly positioned their corporate identity as ethical, as opposed to instances where ethical corporate identities were implicitly conveyed. Notably, the deliberate disclosure and prioritization of ethical corporate identity strengthened consumers’ favorable reactions towards the company, regardless of the underlying motives driving the CSR initiatives. This suggests that emphasizing ethical corporate identity enhances consumers’ favorable responses to the company, even if the corporation acknowledges that its CSR activities are motivated by self-interest, such as improving its image. As expected, the level of extra-role behavior was found to be high in the condition where participants had both a motivation to serve the public and an explicit ethical corporate identity (M_EXPSM = 4.11). Conversely, in the condition where participants had a motivation to serve the company and an implicit ethical corporate identity, the level of extra-role behavior was found to be low (M_IMFSM = 3.11).

The analysis of variance (ANOVA) findings revealed that both CSR motivation (F = 8.67, p = 0.004 < 0.01) and the perceived ethical identity of the company (F = 43.12, p < 0.001) had a statistically significant impact on green purchasing intention (see Figure 3). The findings of the research indicate that consumers exhibit a higher inclination towards making environmentally friendly purchases when corporations engage in CSR activities driven by public-serving motivations, as compared to those driven by firm-serving motives. This supports Hypothesis 3, which posited that there would be a significant difference between the mean scores of green purchase intention for the two types of CSR motivations. Specifically, the mean score for public-serving motivations (M_PSM = 3.98) was found to be higher than the mean score for firm-serving motivations (M_FSM = 3.69). Nevertheless, the relationship between CSR motivation and ethical corporate identity interaction did not yield statistically significant results (F = 1.671, p = 0.198 > 0.05) when predicting green purchasing intention (see A12 and A13). However, the mean value indicates that consumers may be more inclined to demonstrate a desire to make environmentally friendly purchases for companies that have clearly established ethical corporate identities before implementing CSR initiatives, compared to those that have implicit identities, in both public-serving (M_EXPSM = 4.24 > M_IMPSM = 3.73) and firm-serving conditions (M_EXFSM = 4.08 > M_IMFSM = 3.31) (H4 is not supported).

4.2. Study 2: CSR Motivation and Ethical Corporate Identity in Low-Fit Context

In this experimental investigation, the participants were allocated randomly to one of the four conditions outlined in the preceding section, namely within the low CSR fit setting. The reliability coefficients (see

Table 4. Reliability statistics of Study II.

	Cronbach’s Alpha	No. of Items
Perceived Ethical Stance	0.774	4
Economic Motivation	0.746	7
Social Motivation	0.754	8
CSR Fit	0.726	6
Consumer Extra-Role Behavior	0.773	6
Green Purchase Intention	0.758	3

) for the scales assessing ethical corporate identity, public-serving CSR motivation, firm-serving CSR motivation, CSR fit, customer extra-role behavior, and green purchase intention were found to be high (α_ETH = 0.77, α_PSM = 0.75, α_FSM = 0.75, α_FIT = 0.73, α_EXTR = 0.77, and α_GPI = 0.76). In order to analyze the manipulations, participants were asked to submit evaluations about the perceived ethical position of the company, specifically in terms of explicit versus implicit ethical corporate identity, as well as the motive behind the CSR activities, distinguishing between public-serving and firm-serving motivations. The Welch test was utilized to analyze the manipulation of ethical corporate identity, as the assumption of homogeneity of group variances was not satisfied (see

Table A17. (Manipulation check: perceived ethical stance).

Descriptive
	N	Mean	Std. Deviation	Std. Error	95% Confidence Interval for Mean		Minimum	Maximum
					Lower Bound	Upper Bound
Explicit	104	4.3942	0.37308	0.03658	4.3217	4.4668	3.5	5
Implicit	101	3.8218	0.75609	0.07523	3.6725	3.971	1.5	5
Total	205	4.1122	0.65789	0.04595	4.0216	4.2028	1.5	5

,

Table A18. (Manipulation check: perceived ethical stance).

Test of Homogeneity of Variances
		Levene Statistic	df1	df2	Sig.
Perceived Ethical Stance	Based on Mean	35.531	1	203	<0.001
	Based on Median	28.427	1	203	<0.001
	Based on Median and with adjusted df	28.427	1	151.487	<0.001
	Based on trimmed mean	33.908	1	203	<0.001

and

Table A19. (Manipulation check: perceived ethical stance).

Welch Test Result
	Statistica	df1	df2	Sig.
Welch	46.824	1	145.011	<0.001

^a Asymptotically F-distributed.

in Appendix B). The results of the analysis indicate a notable and statistically significant distinction between the explicit and implicit ethical corporate identity. Specifically, the mean score for the explicit ethical corporate identity (M_EX = 4.39) was found to be higher than the mean score for the implicit ethical corporate identity (M_IM = 3.82). This difference was determined to be statistically significant based on the F-test (F = 46.82, p < 0.001). Additionally, manipulation checks were performed to validate the efficacy of the CSR motive. The Welsh test (see

Table A20. (Manipulation check: CSR motivation).

Descriptive
		N	Mean	Std. Deviation	Std. Error	95% Confidence Interval for Mean		Minimum	Maximum
						Lower Bound	Upper Bound
Economic Motivation	Public-Serving	102	3.842	0.53104	0.05258	3.7377	3.9463	1.71	4.71
	Firm Serving	103	4.2583	0.32386	0.03191	4.1951	4.3216	3.43	5
	Total	205	4.0512	0.48541	0.0339	3.9843	4.118	1.71	5
Social Motivation	Public-Serving	102	4.136	0.38675	0.03829	4.06	4.2119	3.25	5
	Firm Serving	103	3.6267	0.54009	0.05322	3.5211	3.7323	1.5	4.63
	Total	205	3.8801	0.53391	0.03729	3.8066	3.9536	1.5	5

,

Table A21. (Manipulation check: CSR motivation).

Test of Homogeneity of Variances
		Levene Statistic	df1	df2	Sig.
Economic Motivation	Based on Mean	12.353	1	203	<0.001
	Based on Median	12.298	1	203	<0.001
	Based on Median and with adjusted df	12.298	1	161.687	<0.001
	Based on trimmed mean	11.66	1	203	<0.001
Social Motivation	Based on Mean	6.662	1	203	0.011
	Based on Median	5.541	1	203	0.02
	Based on Median and with adjusted df	5.541	1	169.014	0.02
	Based on trimmed mean	6.352	1	203	0.012

and

Table A22. (Manipulation check: CSR motivation).

Welch Test Result
	Statistica	df1	df2	Sig.
Economic Motivation	45.831	1	166.706	<0.001
Social Motivation	60.34	1	184.911	<0.001

^a Asymptotically F-distributed.

in Appendix B) was utilized for this purpose, and the results indicated a statistically significant disparity in economic motivation between motivations focused on serving the public and motivations centered around serving the firm (M_PSM = 3.84 vs. M_FSM = 4.26; F = 45.83, p < 0.001). In a similar vein, it is worth noting that there existed a statistically significant disparity in social motivation when comparing public- and firm-serving motivation. Specifically, the mean score for public-serving motivation (M_PSM) was 4.14, while the mean score for firm-serving motivation (M_FSM) was 3.63. This difference was found to be highly significant, as evidenced by the F-value of 60.34 and a p-value less than 0.001.

Similar findings were observed in the situation of low CSR fit. The study found that CSR motivation and the perceived ethical identity of the company had a substantial influence on customer extra-role behavior (CSR motivation: F = 11.37, p < 0.001; perceived ethical identity: F = 34.04, p < 0.001). In line with the results of Study I, it was observed that consumers displayed a higher inclination to participate in extra-role behavior towards companies that engaged in CSR initiatives driven by public-serving motives, as opposed to those driven by firm-serving motives. This trend was evident even in a context where the level of CSR alignment was low, with the mean score for public-serving motivations (M_PSM) being 3.88, compared to 3.60 for firm-serving motivations (M_FSM), thus providing support for Hypothesis 1.

Moreover, the examination revealed a noteworthy interaction between the motivation for CSR and the ethical identity of the corporation in predicting customer behavior that goes beyond their expected roles (F = 4.18, p = 0.042 < 0.05) (see

Table A23. (Two-way ANOVA test: dependent variable: customer extra-role behavior).

Descriptive
CSR Motivation	Ethical Corporate Identity	Mean	Std. Deviation	N
Public Serving	Explicit	4.0189	0.48596	53
	Implicit	3.7208	0.51433	49
	Total	3.8757	0.51933	102
Firm Serving	Explicit	3.9145	0.38569	51
	Implicit	3.295	0.7824	52
	Total	3.6017	0.68983	103
Total	Explicit	3.9677	0.44066	104
	Implicit	3.5016	0.69636	101
	Total	3.738	0.62475	205

and

Table A24. (Two-way ANOVA test: dependent variable: customer extra-role behavior).

Tests of Between-Subjects Effects
Source	Type III Sum of Squares	df	Mean Square	F	Sig.
Corrected Model	15.989a	3	5.33	16.835	<0.001
Intercept	2860.901	1	2860.901	9036.516	<0.001
CSR_Motivation	3.598	1	3.598	11.366	<0.001
Ethical_Identity	10.778	1	10.778	34.044	<0.001
CSR_Motivation × Ethical_Identity	1.323	1	1.323	4.178	0.042
Error	63.635	201	0.317
Total	2944.091	205
Corrected Total	79.625	204

^a R Square = 0.201 (Adjusted R Square = 0.189).

in Appendix B). The data presented in Figure 4 indicate that extra-role behavior is significantly higher under the condition of public-serving motivation and explicit ethical corporate identity (M_EXPSM = 4.02). Conversely, extra-role behavior is lower under the condition of firm-serving motivation and implicit ethical corporate identity (M_IMFSM = 3.30). In the scenario where CSR was not aligned with organizational values, a significant discrepancy was observed in the extent of extra-role behavior. The strength of the link between motivation for CSR and engagement in extra-role behavior was found to be enhanced by the moderating effect of ethical corporate identity. Customers demonstrate a higher inclination to engage in behaviors beyond their actual requirements for companies that have established ethical corporate identities, particularly when these identities are explicitly communicated before CSR initiatives. This trend is observed in both public-serving conditions (M_EXPSM = 4.02 > M_IMPSM = 3.72) and firm-serving conditions (M_EXFSM = 3.91 > M_IMFSM = 3.30). Therefore, the second hypothesis (H2) is supported.

The gap in customer extra-role behavior between public-serving CSR motivation and firm-serving CSR motivation is less pronounced in a low-fit context compared to a high-fit context. Regardless of whether the corporate identity is explicit or implicit, the outcome remains unchanged. This finding implies that the CSR fit can serve as an independent variable that influences customer extra-role behavior. This relationship warrants further investigation in future research endeavors. The mean value of each group falls within the range of three to four. One possible explanation for this phenomenon could be attributed to the tendency of individuals to exhibit reluctance in assigning extreme scores, such as one or five. This inclination can be understood as a reasonable psychological response within the context of a country like China, which is characterized by a gentle culture.

The analysis of variance (ANOVA) findings revealed that both CSR motivation (F = 7.99, p = 0.005 < 0.01) and the perceived ethical identity of the company (F = 57.77, p < 0.001) exhibited a statistically significant impact on green purchase intention (see Figure 5). The findings of the analysis indicate that consumers are more likely to express a desire to make environmentally friendly purchases when companies engage in CSR activities that benefit the public, as opposed to activities that primarily benefit the company itself. This is supported by the statistical comparison of mean scores, with the mean score for public-serving motivations (M_PSM) being 4.08, which is higher than the mean score for firm-serving motivations (M_FSM) at 3.85 (see

Table A25. (Two-way ANOVA test: dependent variable: green purchase intention).

Descriptive
CSR Motivation	Ethical Corporate Identity	Mean	Std. Deviation	N
Public Serving	Explicit	4.3015	0.48159	53
	Implicit	3.8506	0.60074	49
	Total	4.0849	0.58495	102
Firm Serving	Explicit	4.229	0.45473	51
	Implicit	3.4748	0.69964	52
	Total	3.8483	0.69978	103
Total	Explicit	4.266	0.46775	104
	Implicit	3.6571	0.67712	101
	Total	3.966	0.65446	205

and

Table A26. (Two-way ANOVA test: dependent variable: green purchase intention).

Tests of Between-Subjects Effects
Source	Type III Sum of Squares	df	Mean Square	F	Sig.
Corrected Model	22.693a	3	7.564	23.505	<0.001
Intercept	3218.487	1	3218.487	10000.939	<0.001
CSR_Motivation	2.573	1	2.573	7.994	0.005
Ethical_Identity	18.592	1	18.592	57.771	<0.001
CSR_Motivation × Ethical_Identity	1.178	1	1.178	3.66	0.057
Error	64.686	201	0.322
Total	3311.855	205
Corrected Total	87.378	204

^a R Square = 0.260 (Adjusted R Square = 0.249).

). Therefore, Hypothesis 3 is supported. Nevertheless, the relationship between CSR motivation and ethical corporate identity interaction did not yield statistically significant results (F = 3.66, p = 0.057 > 0.05) when predicting green purchase intention. However, the average value indicates that consumers are more inclined to demonstrate a desire to make environmentally friendly purchases for companies that have established ethical corporate identities explicitly before implementing CSR initiatives, as opposed to implicit identities, in both public-serving (M_EXPSM = 4.30 > M_IMPSM = 3.85) and firm-serving conditions (M_EXFSM = 4.23 > M_IMFSM = 3.47) (Hypothesis 4 is not supported).

In conclusion, the findings of this study indicate that consumers are more inclined to exhibit extra-role behaviors towards companies in both high CSR fit and low CSR fit scenarios when they perceive a public-serving motivation behind the CSR initiatives, rather than a firm-serving motivation. Moreover, the overt manifestation of ethical corporate identity exerts a substantial impact on extra-role behavior in both contexts. There is a positive correlation between companies that openly communicate their ethical stance and consumers’ inclination to engage in extra-role behavior, as compared to companies that do not explicitly declare their ethical identity.

The results of this study indicate a consistent trend in both high CSR fit and low CSR fit contexts. It is seen that explicitly communicating a firm’s ethical corporate identity is linked to increased levels of extra-role behavior. This relationship holds true regardless of whether the goal behind CSR efforts is focused on benefiting the public or serving the firm’s interests. Nevertheless, a significant observation emerges upon comparing the two studies. As anticipated, consumers demonstrate a higher propensity for engaging in extra-role behavior towards organizations that possess a public-serving CSR motivation and a clearly defined ethical corporate identity, particularly in situations where there is a strong alignment between the company’s CSR initiatives and its overall corporate strategy. While lacking statistical testing, a comparison of the mean values between the low CSR fit context (M_EXPSM = 4.02) and high CSR fit context (M_EXPSM = 4.11) suggests a marginal decline in the former. The observed rise in extra-role activity among consumers implies that individuals may exhibit greater levels of engagement with firms that possess a clearly defined ethical corporate identity and actively participate in CSR initiatives driven by public-serving motives. This tendency is particularly evident in situations where there is a strong alignment between the organization’s CSR efforts and its overall corporate identity. The findings of this study contrast with the findings of Karaosmanoglu et al. [8], who found that consumers tend to engage in more extra-role behavior when organizations have a noticeable ethical corporate identity and engage in CSR activities driven by public welfare. This effect is particularly pronounced when there is only a limited alignment with CSR. This comparative analysis underscores the potential relationship between ethical corporate identity and CSR fit, indicating the need for additional research.

5. Discussion and Conclusions

The primary objective of this study was to delineate the conditions that influence the effectiveness of CSR activities in achieving their intended impact on corporate brands. This research focuses particularly on the interaction between the ethical visibility of the corporate brand and CSR motivations behind CSR initiatives in promoting extra-role behavior and green purchase intention, specifically within the hospitality industry in an emerging market. This study places significant emphasis on the examination of the moderating effect of ethical corporate identity within this particular relationship. Through an examination of consumer responses to organizations engaged in CSR endeavors, the results of this investigation show that customers are more likely to display a greater extent of discretionary behavior towards firms that overtly convey their ethical corporate identity. Moreover, the findings suggest that the favorable influence of ethical corporate identity on consumer reaction stays consistent across various settings of CSR alignment, encompassing both high- and low-alignment scenarios.

In contemporary marketplaces, corporations have increasingly adopted CSR initiatives as a strategic mechanism to establish their company brand’s position in rivalry with international competitors [109]. Emerging market enterprises are compelled to adhere to standards that are comparable to those of developed countries due to the competitive situation. In recent years, there has been an increased awareness among consumers in emerging markets regarding CSR initiatives. This can be attributed to the presence of multinational corporations that have brought with them a global perspective on the importance of addressing social concerns within the communities in which they operate. Moreover, it has been observed that consumers in these particular markets exhibit a greater level of sensitivity towards local matters in comparison to global issues [110]. Therefore, it is imperative for companies operating in emerging countries to analyze the responses of customers towards CSR initiatives, especially when tackling issues that are specific to the local context. Although not directly manipulated, the incorporation of a scenario showing a regional concern, such as a training program focused on hospitality and tourism, and a global concern, such as tree planting in Thailand, enables participants to engage with a local issue in one experimental condition while maintaining a certain level of detachment in the other.

This study makes numerous contributions to the existing literature on CSR and the hospitality industry. This research study provides a significant contribution to the current body of knowledge by investigating the influence of CSR motives and highlighting the critical role of perceived ethical identity in determining the efficacy of CSR initiatives. Based on the theoretical framework of attribution theory [56], corporations actively participate in CSR initiatives in anticipation of cultivating favorable perceptions among consumers, who are likely to attribute positive intentions and commendable ethical principles to these companies. However, this study emphasizes that individuals are unlikely to develop favorable assumptions when their understanding of a company’s ethical standing is ambiguous or lacking clarity.

A noteworthy discovery of this research is that consumers exhibit a greater propensity to participate in behaviors beyond their roles and demonstrate a willingness to make purchases from companies viewed as ethical, even when those companies explicitly state that their CSR initiatives are driven by self-serving objectives. This discovery provides a novel viewpoint on the research conducted by Yoon et al. [64], which indicates that customers tend to have a less positive response towards companies engaging in CSR initiatives driven by self-serving objectives. The current research posits that even when corporations publicly state their intentions to prioritize their own interests, enhancing the visibility of their ethical stance might lead to a shift in customers’ initially unfavorable reactions towards a more positive direction. The findings of this study hold particular significance within the context of emerging economies, which are characterized by a substantial level of interdependence and a cultural structure that emphasizes collectivism [111]. In societies characterized by prevalent informal and intimate social connections, consumers have a tendency to expand their personal identity to encompass organizations [112]. Based on this concept, it can be inferred that consumers are more inclined to align themselves with organizations that openly communicate their ethical values, as opposed to those with less visible ethical stances. Consequently, consumers are more likely to engage in additional voluntary actions and demonstrate a willingness to make purchases from these companies.

In the context of emerging markets, the sheer existence of financially successful enterprises is scarce. According to Seckin [113], there is a societal inclination to provide assistance to companies that demonstrate alignment with environmental and social values, as seen by their corporate branding. Therefore, it can be inferred that it is important for organizations to emphasize comprehending their ethical visibility within their target market. It is vital for these organizations to invest in measures targeted at strengthening their perceived ethical footprint in emerging markets.

Furthermore, the findings from two replicated research studies demonstrate consistent outcomes across different CSR fit scenarios (high vs. low fit). Although it was initially predicted that consumers in emerging nations would respond more favorably to CSR initiatives related to local issues and show a higher preference for them compared to less relevant ones, the results of both research studies reveal a similar pattern. Consumers continue to display a high amount of extra-role activity and desire to purchase for organizations viewed as having better ethical visibility, regardless of the CSR fit context (high fit: hospitality-related training program, and low fit: planting trees in Thailand). This consistent main effect across diverse CSR fit contexts might likely be linked to the increasing middle class in these economies since they strive to be global consumers while still following local norms [114].

In summary, the findings of this study give significant insights for firms looking to optimize their allocation of resources and accomplish desired outcomes from CSR initiatives. By boosting the ethical visibility of their corporate brand and actively promoting an ethical corporate identity, firms can enhance the effect of their CSR actions. This effect is particularly significant in emerging economies typified by a burgeoning middle class, which demonstrates a heightened knowledge and interest in ethical considerations and the disclosure of ethical information. Consequently, the results suggest that companies operating in emerging markets, and potentially elsewhere, can leverage consumers’ positive responses by emphasizing their ethical stance in corporate identity communications, thereby fostering increased engagement and intention to purchase and extra-role behaviors from consumers.

Limitations and Future Research Directions

It is necessary to note certain limitations when interpreting the findings and conclusions discussed above. Firstly, the present study was performed in two within-contexts, namely high-fit and low-fit CSR settings. Future research could strengthen the design by integrating fit modifications inside the scenarios and adopting a 2 × 2 × 2 factorial design to permit a concurrent comparison of conditions. According to associative network theory [115], higher degrees of perceived relatedness between a firm’s competencies and its selected social initiative might increase consumer attitudes by matching the firm’s activities with their expectations. Similarly, Du et al. [52] suggest that low-fit efforts may stimulate increased cognitive elaboration due to the lack of logical connections, thus leading to inconsistency in customer perceptions. Previous studies have shown that individuals who engage in elaborative thinking over these inconsistencies are more likely to form less favorable sentiments towards the organization and its endeavors [61]. Furthermore, a lack of alignment between a corporation and its market might potentially obfuscate the firm’s market position and give rise to inquiries regarding its underlying intentions, consequently eliciting mistrust and fostering negative views [116]. Despite the consistent findings obtained in this study across two distinct contexts, it is important to acknowledge the arguments presented earlier. In light of these considerations, it is recommended that future research adopt a 2 × 2 × 2 experimental design, which involves manipulating firm CSR motivation, company locus, CSR cause fit, and ethical corporate identity simultaneously [8]. By doing so, researchers may be able to obtain more nuanced and insightful findings pertaining to the effects of these variables on extra-role behavior and green purchase intention. Future studies may also explore CSR strategies as a response to crises on extra-role behavior and green purchase intention. The utilization of benchmarking practices may potentially aid in the facilitation of tourism recovery efforts [117]. Future research endeavors have the potential to bring novel perspectives for key entities in the tourism industry, including tourism demand, supply, and destination management companies [118,119].

A recent study [120] indicates that the initiation of World Heritage Site (WHS) status can enhance tourism, whereas WHS inscription may lead to a decline in tourism revenue. Future studies could investigate whether the implementation of green initiatives as part of CSR activities and the targeting of environmentally conscious customers willing to pay a premium for visiting WHS sites can bolster tourism revenue. Furthermore, it would be advantageous to integrate explicit ethical perspectives or behaviors into hypothetical situations in order to examine the impact of an ethical corporate identity on consumers’ assessments [8]. Moreover, in order to augment the external validity of future investigations, it is advisable to go for real-life instances of CSR that involve actual companies [8]. Subsequent research activities may also investigate additional influential elements, including the source of information, reliability of the source, attractiveness of the source, and perceived extent of CSR efforts.

Finally, it is crucial to recognize that the use of small sample sizes and convenience sampling in this study may give rise to inquiries regarding the generalizability of the results. Nevertheless, it is important to acknowledge that this study sheds light on a relatively underexplored domain within developing markets, offering valuable perspectives that establish a foundation for future inquiries that may explore novel aspects of the subject matter.