Table 1.

CSR research with consumer behavior.

Author (Year)	Research Purpose	Independent/Moderating Variable	Dependent Variable	Main Result
Kim, Kang, and Mattila (2012)	To examine the impact of prevention and promotion hope strategies of CSR advertisement on customer attitude and behavioral intention.	Prevention hope Promotion hope	Intention to purchase the mug	The impact of CSR on behavioral intention depends on CSR advertisement strategies associated with prevention and promotion hope.
Martínez and Del Bosque (2013)	To analyze how the impact of CSR on customer loyalty is mediated by trust, customer identification, and satisfaction.	CSR association	Hotel brand loyalty	CSR association has a positive impact on hotel brand loyalty via customer trust, identification, and satisfaction toward the hotel brand.
Liu et al. (2014)	To analyze how customers' CSR perception influence their brand preference and loyalty.	CSR perception	Loyalty intention	Customer CSR perception positively influences brand preference, resulting in increased brand loyalty.
Zhang (2014)	To examine the role of processing fluency in a CSR message and psychological distance in influencing consumers' attitude and behavioral intention towards the hotel.	Construal level Processing fluency	Attitude Behavioral intention	Customers' attitude and behavioral intention towards a hotel are dependent upon consumers' construal level and processing fluency in CSR message.
Gao and Mattila (2014)	To analyze the role of perceived motives of CSR in moderating the relationship between service outcome of green hotels and consumer reactions to the hotels.	Service outcome/Perceived motives of CSR	Behavioral intention	Customer satisfaction with green hotels is influenced by the hotels' CSR activities based on public-serving motives.
Li et al. (2015)	To analyze the moderating impact of hotel CSR practices on the relationship between hotel decoration style and hotel booking intention.	Hotel decoration style/Hotel CSR practices	Hotel booking intention	Hotels' CSR practices improve prospective hotel customers' booking intention to the hotels with a high conspicuous decoration style.
Cha, Yi, and Bagozzi (2016)	To analyze how customer participation in CSR moderates the impact of CSR-brand fit on brand loyalty.	CSR-Brand fit/Customer participation in CSR	Brand loyalty	Customer participation in CSR makes the impact of CSR-brand fit on personal identification stronger than the impact on social identification.
Kim, Rhou, Uysal, and Kwon (2017)	To examine how the perception of a gaming company's CSR influences casino visitors' revisit intention.	Perception of CSR initiatives	Revisit intention	The impact of CSR perception on customers' revision intention is dependent upon CSR dimensions.
Martínez and Nishiyama (2019)	To examine how customer perception of hotel CSR activities influence the hotel's brand equity.	Perception of CSR activities	Brand loyalty	The customer perception of hotel CSR activities has a positive impact on the hotel's brand equity via brand image, perceived quality, brand awareness, and brand loyalty.
Randle et al. (2019	To analyze the impact of different CSR initiatives on the choice behavior of holiday accommodation.	Cause-related CSR initiatives	Holiday accommodation choice	CSR initiatives have little impact on accommodation choice behavior.
Ettinger, Grabner-Kräuter, Okazaki, and Terlutter (2020).	To examine how hotels' CSR communication influence customer attitude toward the communication and the intention to behave unethically.	CSR communication	The intention to behave unethically	CSR communication results in favorable response toward the CSR and reduce tourists' intention to behave unethically.
Huang and Liu (2020)	To analyze the effectiveness of CSR marketing strategies on customer donation intention and brand loyalty during in the pandemic context.	Message framing Typeface	Donation intention Brand loyalty	Warm (competence) -focused CSR messages based on hand-written (machine-written) typeface are effective in enhancing donation intention and brand loyalty.