Perceived corporate social responsibility and pro‐environmental behaviors: The role of organizational identification and coworker pro‐environmental advocacy

Abstract Despite research suggesting that pro‐environmental behaviors offer a range of positive benefits for organizations and that corporate social responsibility (CSR) positively affects employee behaviors and attitudes, very few studies have investigated how CSR affects pro‐environmental behaviours. As such, this study investigates the impact of perceived CSR on employees' pro‐environmental behaviours through organizational identification and coworkers' pro‐environmental advocacy. Using a multistage sampling technique, a survey of line managers was conducted across 32 hotels in the understudied context of Malaysia's hotel industry. Based on 331 completed questionnaires, the results suggest that perceived CSR activities drive organizational identification and trigger coworkers’ pro‐environmental advocacy, which in turn generate employees’ pro‐environmental behaviours. The study offers valuable insights into the complex relationship between perceived CSR and pro‐environmental behaviors and discusses the theoretical and research contributions and managerial implications.