Work

How corporate philanthropy influences consumers’ ecotourism consumption intention? A moral licensing perspective

Year: 2026

Type: article

Abstract: Through literature research method and questionnaire survey method, this paper explores the relationship between philanthropic activities and ecotourism consumption intention. This paper uses a seven-point scale to measure variables and adopts questionnaire analysis method to collect data after reading relevant literature. After using regression analysis to analyze the data, this paper finds that: (1) Corporate’s cross-border and domestic philanthropy reduce consumers’ ecotourism consumption intention, and cross-border philanthropy reduce consumers’ ecotourism consumption intention more than domestic philanthropy; (2) This effect is mediated by the moral licensing; (3) Patriotic feeling moderates the relationship between corporate philanthropy and moral licensing. The higher the consumer’s patriotic feeling, the stronger the negative impact of corporate cross-border philanthropy on moral licensing, and the stronger the positive impact of corporate domestic philanthropy on moral licensing; (4) Cultural identity moderates the relationship between corporate philanthropy and moral licensing.

Source: Cogent Social Sciences

DOI: 10.1080/23311886.2026.2614565

Authors: Yibo Xie, Liwen Zhang, Xiaolin Chen

Institution: Hainan University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,165

Funder: National Natural Science Foundation of China