Abstract:
This study explores the impact of perceived Corporate Social Responsibility (CSR) on the Pro-Environmental Behaviors (PEBs) of employees in the hospitality sector of Punjab, Pakistan. With growing global concern for environmental sustainability, organizations are increasingly expected to foster eco-friendly practices not only externally but also within their workforce. Drawing on stakeholder theory and social identity theory, the study examines how CSR perceptions influence employee behaviors directly and indirectly through the mediating roles of Green Human Resource Management (GHRM) and Organizational Identity. A quantitative research design was employed, using structured questionnaires distributed to middle mangemnt working in hotels and hospitality businesses across major cities in Punjab. Data were analyzed using structural equation modeling (SEM) to test the hypothesized relationships. The results indicate that perceived CSR has a significant positive effect on employees' PEBs. Furthermore, both GHRM practices and Organizational Identity were found to partially mediate this relationship, highlighting the importance of internal HR systems and a strong sense of belonging in translating CSR initiatives into sustainable employee actions. These findings provide valuable insights for hospitality managers and policymakers seeking to integrate environmental responsibility into organizational culture and HR practices. Encouraging PEBs through strategic CSR and internal identity mechanisms can contribute to long-term sustainability goals in the sector.
