Eco-friendly initiatives and corporate reputation: the mediating effect of corporate social responsibility

الملخص EN

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.