Towards Ethical Consumption Activities among Tourism Firms: Nexus of Environmental Knowledge, CSR Participation and Psychological Social Support

Abstract

Employees’ psychosocial competency and CSR participation help them to achieve pro-environmental knowledge for enhancing ethical consumption behaviors. The aim of this study is to assess the level of social responsibility of tourism firms and also examine the impact of environmental knowledge on ethical consumption. The study further investigates the indirect influence through the mediating role of CSR participation and moderating role of psychological social support (PSS) between environmental knowledge and ethical consumption links in tourism firms. This research used quantitative methods and questionnaires for data collection. Data were composed of 387 employees and owners working within tourism firms and hotels. Results demonstrate that environmental knowledge is positively associated with ethical consumption. Findings show that CSR participation mediates the relation between environmental knowledge and ethical consumption. Furthermore, outcomes reveal that psychological social support acts as a moderator between environmental knowledge and ethical consumption. The know-how of employees is dependent on their environmental knowledge and CSR participation. By addressing the mediating mechanism of CSR participation and the interplay of psychological social support, our study adds several insights to the prior literature streams about ethical consumption. As a result of CSR programs, residents become more familiar with ecological protection and more concerned about ethical consumption patterns and develop a sense of responsibility for the environment. Therefore, we recommended that firms should launch CSR programs to increase pro-environmental awareness of consumers and encourage their ethical consumption actions.

1. Introduction

Ethical consumption is very important to create the basis for a green productive society and ethical human life development [1]. In recent times, environmental challenges related to ecological resources have been gaining interest, and firms are facing great challenges relating to their impact [2]. Environmental knowledge and HRM policies can boost ethical consumption, according to scholars [3]. Ecological problems are primarily caused by human activities. Natural resources are being used without restriction, resulting in the destruction of biological networks and the disturbance of natural environmental balances [4]. According to prior studies, it was explored that about 40% of ecological deterioration occurs due to unfair consumption patterns of individuals [5]. The exploitation of resources that destroy nature and ecosystems is directly linked to unreasonable consumption patterns [6]. When people adopt ethical consumption practices, this has a positive effect on the growth and development of society [7]. An eco-friendly consumer is one who protects the environment and pays attention to the relationship between purchase attitude, use of different commodities, and disposal of those commodities, in order to reduce negative ecological impacts as much as possible [8]. Ethical consumption not only considers people’s needs but also focused on needs of the future generations [9]. Furthermore, consumers’ CSR participation supports them in recognizing corporate values, which can help in enhancing self-esteem, achieving high moral values, and attaining individual personal needs that assist in the growth of the ecological environment [10]. In fact, CSR participation is the involvement of consumers in philanthropic and positive social values that have the utmost positive impact on ethical behavior [11].

Thus, the paper focuses on how consumers’ environmental knowledge influences ethical consumption behaviors and how CSR participation interacts with psychological social support, moderating ethical consumption practices.

It is essential to explore the mediating influence of CSR participation between environmental knowledge and ethical consumption links. Psychological social support enables people to cope with stressful social events while also becoming aware of the environment to consume ethically [12]. It serves as a vital concept in the growth of ethical consumption. Although, psychological social support improves the capability to deal with traditional unethical activities and enhances ethical consumption patterns [13]. Psychological social support provides collaboration and support for pertinent emotional and physical activities to meet ethical consumption and environmental standards. However, from the best of our knowledge, limited research has been conducted to examine the different determinants of ethical consumption (for instance, social economics [14], social value [15], consumers’ motivation mainstream [16], etc.). Though no study has been carried out that jointly investigates the influence of environmental knowledge, CSR participation and psychological social support ethical consumption. Therefore, psychological social support can be explored as a moderator between environmental knowledge and ethical consumption. To investigate the selected factors, internal driving forces, and moderating variables of ethical consumption practices in tourism firms, the study designed an empirical model based on environmental knowledge, CSR involvement, and psychological social support.

Using the Saudi Arabian tourism firms as a case study, current research seeks to fill this knowledge gap in the literature by examining the direct impact of environmental knowledge, the mediating role of CSR participation, and psychological social support as a moderator. Investigating the impact of all selected constructs can help us in better understanding how environmental knowledge affects the ethical consumption of tourism firms in Arabia. Nevertheless, this research model is unique and adds several insights to the previous literature. First of all, this study’s objective is to examine how environmental knowledge is directly associated with ethical consumption. Secondly, the study proposes to assess how CSR participation mediates the relation between environmental knowledge and ethical consumption. The third objective of the study is to examine the extent to which psychological social support can strengthen the link between environmental knowledge and ethical consumption. This research suggests some theoretical and practical contributions in order to improve ethical consumption practices in tourism firms of Saudi Arabia. The paper’s remainder is as follows: firstly, in Section 2, we describe the literature review of the selected variables; secondly, in the next section, we explain the methodology technique; in Section 4, we include results and analysis; and in the last section, we elucidate details of discussion and conclusion.

2. Review of the Literature

2.1. Utilitarianism Theory

Utilitarianism theory advocates activities and practices that promote an action that causes discontent or harm. Ethical values, instead, are developed in order to explain how social decisions relating to ethical consumption can improve the whole society [17]. In order to extend the boundaries of this theory, we explore the significance of environmental knowledge, CSR participation, and psychological social support in achieving ethical consumption.

2.2. Environmental Knowledge and Ethical Consumption

In an attempt to achieve ecological protection, environmental knowledge can act as an important tool in responding to environmental challenges [5]. The ethical consumption patterns of an individual are affected by environmental issues and specific knowledge [18]. In particular, knowledge is an important variable that impacts how people collect and use information to make moral decisions regarding ethical consumption [19]. Environmental knowledge is the key determinant of the ethical consumption behavior. A high degree of environmental knowledge enhances pro-environment and ethical consumption behavior, including recycling, energy efficiency, preserving resources, etc. [20]. Behavior reflects the emotions regarding use and purchase of a product/service [7]. Ethical consumption indicates the practices of buying products and services that minimize societal and environmental harms while avoiding products and services that have negative effects on the environment and society [21]. The concept of environmental knowledge is useful for dealing with ecological problems and reflects how much an individual would like to participate in programs and activities to preserve the environment and improve its ethical consumption practices [22]. However, environmental knowledge has considerable influence on ethical consumption. If an individual has sufficient environmental knowledge, he/she prefers to purchase ethical products and increase its ethical consumption behavior [23]. Thus, the paper focuses on how environmental knowledge positively influences ethical consumption.

H1. 

Environmental knowledge predicts ethical consumption.

2.3. The Mediator Role of CSR Participation

Environmental knowledge is the vital component in generating ethical environmental behaviors as individuals have the need to know how to put into action ethical consumption programs and actions [24]. However, environmental knowledge and ethical consumption are not sufficient to motivate people to participate in environmental and social activities. Here is a dire necessity to considering CSR participation as an interplay variable in this association. This study enlightens the CSR participation mediating role on the relation between environmental knowledge and ethical consumption. In this way, environmental knowledge is a prerequisite for undertaking CSR programs, which in turn positively impacts several factors, such as ethical values and attitudes, that lead to a high level of ethical consumption practices [25]. Considering the antecedents of environmental knowledge, CSR participation is defined as a means of stimulating people to engage in activities related to ethical consumption for the advancement of the society and the environment [26]. Individual skills, attitudes, and knowledge regarding the society and environment enhance the commitment toward CSR activities that trigger management and individual interest in CSR programs [27]. Previous studies disclose that environmental knowledge not only considerably influences ethical consumption but enhances CSR participation [28]. Therefore, our study emphasizes CSR participation in order to describe the association between environmental knowledge and ethical consumption. The empirical model shows how CSR participation is based on environmental knowledge and how these both motivate managers and individuals to contribute in competencies, awareness programs, skills, and knowledge directed toward the enhancement of ethical consumption behaviors.

H2. 

CSR participation mediates the relationship between environmental knowledge and ethical consumption.

2.4. The Moderator Role of Psychological Social Support

Environmental knowledge enhances competencies, skills, and discretionary efforts that lead toward a high degree of involvement in the ethical consumption actions to preserve natural resources [29]. Individuals who show psychological social support feel good in perceiving ecological information and put into action ethical consumption and other activities related to protection of society or the environment [30]. However, environmental knowledge is a factor that can enhance competitiveness and competencies of organizations; therefore, employees who have psychological social support display more ethical consumption behaviors than average people and can help to reach corporate goals [31]. Moreover, environmental knowledge exerts considerable influence on communities, customers, firms, and employees to engage in activities, programs, and actions that promote ethical consumption [32]. In fact, individuals with strong psychological and social support are more likely to engage in CSR activities and programs to enhance ethical consumption and have a positive impact on society and the environment [33]. However, tourism organizations usually endorse a culture that provides psychological social support to people, while acquiring knowledge and awareness about ecological issues and challenges, which makes them able to be involved in practices that lead toward the achievement of high ethical consumption actions [34,35]. Therefore, this study predicts that:

H3. 

Psychological social support moderates the association between environmental knowledge and ethical consumption.

2.5. Framework

Figure 1 presents theoretical framework.

3. Methodology

We analyzed hypotheses in tourism firms in Saudi Arabia. In order to evaluate results obtained through random sampling, questionnaires were used, and it was proposed that these findings could be applied to all tourism businesses and further expanded in the future.

3.1. Data Collection

For data collection, we chose Chinese tourism firms that are situated in Saudi Arabia. We select only those respondents that are Chinese and stayed in tourism firms of Saudi Arabia because our study aims to explore hurdles that Chinese visitors face in other countries. We chose the tourism sector despite its values and cultural differentiation. In this, research data is taken from the Chinese tourism industry, which is operating in other cultures. The model emphasizes how ethical consumption is growing among Arabs, as we know that every year many pilgrims visit Makkah and Madina. In these places, they go to watch Ziyarat, where there are no proper waste management and restrictions regarding ethical consumption. This paper observes how Chinese tourists behave ethically and which factors such as environmental knowledge affect their ethical consumption practices or not.

We selected tourism firms that are involved in ethical consumption practices and conducted seminars for providing environmental knowledge to their workforce. As part of their efforts to encourage ethical consumption, they also introduce CSR participation programs in their hotels. They provide services and products that are ecologically safe and environmentally friendly to their employees. For data collection, we used 450 questionnaires and distribute them with the help of three research assistants and hotel managers. A parallel translation technique was used for translation from English to the Chinese version and then retranslated into English by other two experts. Subsequently, all disparities were settled through discussion with all experts. However, the correspondence is attached with the questionnaire to elucidate the implications and objectives of this study. All the respondents had an opportunity to participate in or refuse to participate in the survey. We collected 397 complete questionnaires out of 450 and further used them for the analysis (the return rate was 88.22%). Fifty-three questionnaires were incomplete. Each questionnaire was divided into two sections. In the first section, all demographic details such as gender, field of study, and qualification of the respondents were enlisted. In the next section, all items of the study constructs were incorporated. Out of the total sample size, 51.49% participants were male and the other 48.51% of respondents were female. However, 51% of participants had obtained a bachelor’s degree, 27.89% of respondents had obtained a master’s degree, and the other 21.11% participants had completed a Matric (questionnaire is added in Appendix A).

3.2. Measurement

The scale of validity plays an imperative role for designing survey tools. We used a pre-tasted scale from previous experiential studies to ensure the reliability and validity of the research. In this study, a 5-point Likert scale was used, i.e., ranging between 1 = strongly disagree and 5 = strongly agree.

3.3. Environmental Knowledge

For the measurement of environmental knowledge, a 5-itemscale was adapted from Mostafa (2007) [36]. This construct asked about the level of knowledge each employee had about the environment. To find out how employees working in tourism understand that the goods and services they offer are environmentally friendly, these questions were asked. The sample question is “We understand that we will purchase such packages and products which are ecologically safe”.

3.4. CSR Participation

The CSR participation is measured on a six-item scale adapted from Hu, Liu, and Qu (2019) [37]. Employees’ opinions and knowledge of CSR activities in tourism firms are expressed in this variable. Employees prefer to introduce innovative techniques and environmentally friendly programs to increase CSR practices. The sample question is “I give innovative ideas for increasing CSR practices and introducing CSR programs in our hotel”.

3.5. Ethical Consumption

To measure the ethical consumption performance, we adapted a 5-item scale from Kushwah, Dhir, and Sagar (2019) [38].The participants were asked how frequently they had adopted each thing on a list of ethically driven consumer behaviors during the preceding year. The sample question was “I prefer to buy recycled plastics and paper products over other products”.

3.6. Psychological Social Support

Psychological social support was measured on a 5-item scale adapted from Tsaur, Hsu, and Lin (2019) [39]. Furthermore, individual employees were asked to give information on how their psychological social support helps them in ethical consumption. The item example was “I think about ways to fulfill ethical CSR standard and implement CSR programs in our hotel”.

4. Analysis

Table 1. Results of Alpha, CR, and AVE.

Variable Description	Fac-L	T-Value	Alpha	CR	AVE
Environmental knowledge			0.82	0.94	0.72
EnK-1	0.82	15.56
EnK-2	0.76	15.47
EnK-3	0.84	15.48
EnK-4	0.86	14.42
EnK-5	0.75	14.42
CSR participation			0.84	0.96	0.76
CSR Par-1	0.86	15.87
CSR Par-2	0.88	14.58
CSR Par-3	0.83	15.21
CSR Par-4	0.72	15.47
CSR Par-5	0.77	14.52
CSR Par-6	0.72	15.63
Ethical consumption			0.88	0.92	0.74
EC-1	0.84	15.22
EC-2	0.86	14.31
EC-3	0.87	15.64
EC-4	0.81	14.58
EC-5	0.77	15.65
Psychological social support			0.86	0.98	0.78
PSS-1	0.87	15.52
PSS-2	0.76	14.46
PSS-3	0.78	15.21
PSS-4	0.87	14.52
PSS-5	0.82	15.48

shows the outcomes of the convergent and discriminant validity. We employed Fornell and Larcker’s approach [40] to calculate the average variance-extracted (AVE) findings present, and the value of the AVE was higher than 0.50. While Cronbach’s alpha is bigger than 0.70, convergent validity is greater than 0.60, and factor loading was above 0.70.

We checked four different models to find model fitness. The outcomes are presented in

Table 2. Confirmatory Factor Analysis (CFA).

Model Description	χ2	Df	χ2/df	RMESA	GFI	CFI
Hypothesized four-factor model	1095.62	485	2.259	0.05	0.95	0.96
Three-factor model	1125.28	395	2.849	0.14	0.85	0.86
Two-factor model	1269.34	372	3.412	0.16	0.74	0.75
Single-factor model	1452.76	358	4.058	0.24	0.65	0.66

. The result of the four-factor models was fit to the data (RMSEA = 0.05, χ2 = 1095.62, df = 485; χ2/df = 2.259; CFI = 96; GFI = 0.95).

Correlation Results

Table 3. Results of Mean, Standard Deviation, and Correlations.

S. No	Variable Detail	Mean	SD	Alpha	1	2	3	4	5	6	7	8
1	Age-B	3.00	1.02	-	1.00
2	Size-B	1.227	0.40	-	1.48 **	1.00
3	Education	1.42	0.42	-	0.012	0.026	1.00
4	Experience	1.11	0.37	-	0.036	0.044	−0.145	1.00
5	Environmental knowledge	3.14	0.38	0.82	0.102 **	0.016	0.024	−0.1	1.00
6	CSR participation	3.25	0.45	0.80	−0.016	0.074 *	0.048 **	0.01	0.22 **	1.00
7	Ethical consumption	3.2	0.41	0.81	−0.024	0.084 *	0.046 **	0.260 **	0.369 **	0.387 **	1.00
8	Psychological social support	1.18	0.32	0.82	0.016	0.005	−0.02	0.249 **	0.286 **	0.328 **	0.42 **	1.00

Note: * < 0.005; ** < 0.000.

explains the effects of correlation analysis. Results confirmed our model, and all constructs are significantly correlated with the dependent variable. Environmental knowledge is positively significant with Psychological Social Support (r = 0.28 **, p < 0.0001). CSR participation is positively associated with PSS (r = 0.32 **, p < 0.0001). Similarly, CSR participation and ethical consumption are positively correlated (r = 0.38 **, p < 0.00001). Finally, Ethical consumption is positively significant with PSS (r = 0.42 **, p < 0.00001). VIF was checked and scores were less than the cutoff value, hence, multicollinearity is not an issue.

Table 4. Hypothesis-1 Results.

Model	Hypothesis Description	B	F	T	Sig	Remarks
Model # 01	Environmental knowledge to Psychological Social Support	0.28	18.056	0.1065	0.000	Accepted

shows that the results of the hypothesis testing environmental knowledge positively predicted with psychological social support. Structural equation modeling (SEM) was utilized for hypothesis testing (See Table 4). Environmental knowledge positively and significantly predicted Psychological Social Support (B = 0.28 **, p < 0.0001). Hence, H1 is accepted.

Table 5. Mediating results (CSR-Participation as mediator).

Model Detail	Data	Boot	SE	Lower	Upper	Sig
EK -- CSR.) P--EC	0.2460	0.1875	0.41	0.2670	0.3245	0.0000

demonstrates CSR participation mediating the role between environmental knowledge and psychological social support. To perform a mediation check, we monitored directions of Preacher and Hayes (2004, 2008) [41,42]. According to their approach, CSR participation mediating the role is confirmed with a significant value of indirect effect. The findings describe that CSR participation acts as a mediator between environmental knowledge and psychological social support. (Beta = 0.2460, lower value = 2670, Upper value = 3245). We also used the Sobel test analysis ‘Z-score’, and results verified that a Z-score = 5.14 ** value was noteworthy. Therefore, H2 was accepted.

H3 proposed that ethical consumption will act as a moderator in the connection between environmental knowledge and psychological social support. To examine the H3, multiple moderated regression analysis was used.

Table 6. Moderating effect of Ethical Consumption.

Psychological Social Support
Detail	Beta	T Value	Beta	T Value	Beta	T Value
Step-1
Age-B	0.04	0.22	0.03	1.24	0.01	0.22
Size-B	0.02	0.24	0.14	0.84	0.14	0.66
Education	0.18	0.5	0.4	0.11	1.03	1.45
Experience	0.12	0.24	0.18	0.94	0.05	0.18
Step 2
Environmental knowledge			0.34 *	6.96	0.32 *	3.7
Ethical consumption			0.24 *	5.75	0.36 *	4.22
Step 3
EK*EC					0.24 **	2.27
F		4.60 **		16.56 *		12.70 *
R2		0.02		0.24		0.24
R2				0.28		0.02

Note: ** = significant at 0.001; * = significant at 0.05.

shows the moderating results and combined effects of EK*EC (B = 0.24, p ≤ 0.05). Results proved that EC strengthens the relationship between EK and PSS; therefore, the H3 is proved.

5. Discussion

The study analyzes the ethical consumption in tourism firms, elucidates the influence of environmental knowledge and CSR participation on ethical consumption and evaluates the psychological social support moderating influence between environmental knowledge and ethical consumption.

This study carried out a series of experimental analyses based on survey data of 397 consumers. The H1 findings are congruent with previous studies, which show that environmental knowledge can act as significant means of responding to environmental challenges as it attempts to achieve ecological protection and conservation goals [17]. Individuals with environmental knowledge are familiar with ecological issues and challenges and are capable of recognizing their impact on society and the environment [18]. In particular, knowledge affects how people collect and use information for making ethical consumption decisions [19]. Environmental knowledge is the key determinant of ethical consumption behavior. Moreover, environmental knowledge pushes individuals to recycle, be energy efficient, and preserve resources that encourage pro-environmental and ethical consumption behavior [20]. Environmental knowledge is the base of ethical consumption. If consumers do not have environmental knowledge, they do not adopt ethical consumption [43]. Moreover, environmental knowledge has a considerable influence on ethical consumption practices. However, environmental knowledge has a considerable influence on ethical consumption. This means that actions and ethical consumption are pro-environmental behaviors; there are few discrepancies in terms of impact, paths, and factors [44]. In fact, people with pro-environmental knowledge do not predictably choose ethical consumption, and this knowledge is always affected by numerous factors like participation in CSR programs and activities [45]. Therefore, H2 shows the CSR participation mediating role in the relationship between environmental knowledge and ethical consumption. Hence, environmental knowledge is a prerequisite to participate in programs concerning CSR, which has a positive influence on factors such as ethical values and attitudes that lead to high intellectual ethical consumption actions [46]. According to previous studies, environmental knowledge is crucial for creating ethical environmental behavior since individuals need to know what type of actions and programs they have to join when dealing with ethical consumption [24].

This does not indicate that environmental knowledge and ethical consumption are enough to encourage individuals to get involved in activities for the enhancement of the environment or society. Here is a dire necessity to consider CSR participation as an interplay variable in this association.

This study enlightens CSR participation’s mediating role in the relationship between environmental knowledge and ethical consumption. CSR participation is measured as a means to stimulate people to engage in different activities regarding the promotion of ethical consumption practices for the advancement of the environment and society through the antecedents of environmental knowledge [26]. Individual distinctiveness (i.e., skills, attitudes, and knowledge regarding society and the environment) creates the basis for the commitment toward CSR activities that trigger managers’ and individuals’ interest in CSR programs [27].

Previous studies reveal that environmental knowledge often is not sufficient to directly affect ethical consumption behavior [28]. H2 results confirm that CSR mediates between environmental knowledge and ethical consumption links. Psychological social support is an imperative determinant of ethical consumption. Psychological social support performs a critical role in the alteration of the non-ecological safe behaviors into environment-friendly behaviors. So, this study’s H3 suggests the psychological social support moderating role between environmental knowledge and ethical consumption links. When somebody believes that ethical consumption is an advanced level of consumption, it can persuade/satisfy psychosocial motivation to achieve respect and meet economic conditions and standards set for ethical consumption [47]. This research finding is also in line with the prior literature knowledge that it is obvious that environmental knowledge improves an individual’s abilities, competencies, skills, and discretionary efforts that lead to a high degree of involvement in the ethical consumption actions to preserve society’s resources [29]. Individuals who have psychological social support feel good in perceiving ecological information and perform willingly in challenging ethical consumption practices, which encourage them to take part in activities concerning the protection of society or the environment [30]. However, environmental knowledge is an initiative that enhances societal interests, competitiveness, and competencies of the firm that are mainly dependent on the frontline capabilities; hence, employees having psychological social support displays more ethical consumption behaviors than average people to accomplish the firm’s and community’s goals [31].

Although, environmental knowledge is a guideline that exerts considerable influence on different stakeholders such as communities, customers, firms, and employees to engage in activities, programs, and actions that act as a primary source in encouraging ethical consumption [32].

However, tourism firms have a tendency to endorse a culture that provides psychological social support to people for acquiring knowledge and awareness about ecological issues and challenges, which makes them competent to involve in practices that lead to the achievement of high ethical consumption actions [34]. This study proves that psychological social support plays a significant role in encouraging ethical consumption in Chinese consumers.

5.1. Theoretical and Practical Implications

This study adds to the prior literature and provides certain significant guidelines for management, policymakers, and scholars that there is a critical direct relation between environmental knowledge and the impacts of ethical consumption practices. Therefore, we need to focus on different means that boost the incentives of ethical consumption behaviors. However, current tourism firm policies are highly pro-environmental about ethical consumption, and consumers also have an awareness about the ecological environment and constrained resources.

These outcomes enhance our understanding of how participation in CSR programs increases residents’ awareness and knowledge about ecological protection and build up environmental responsibility and concerns for developing ethical consumption practices. Pro-environmental knowledge is important for the whole society to make a good ecological atmosphere for natural resources protection. Therefore, we recommended that firms should launch CSR programs to increase the pro-environmental awareness of consumers and encourage their ethical consumption actions.

The pro-environmental knowledge should be popularized from different media channels such as TV, community promotions, etc., to argue about different ecological challenges and issues and motivate consumers to perform ethically. Psychosocial support is a cultural phenomenon; it can help people in achieving pro-environmental information to give positive feedback on ethical consumption practices. Thus, we suggest that firms should focus on consumer’s psychosocial competency to achieve pro-environmental knowledge for enhancing ethical consumption behaviors. The government can introduce CSR programs and seminars to praise positive commentary on ethical consumption actions. Tourism firms could also focus on promoting a significant role of environmental knowledge in improving ethical consumption behavior and quality of life in society.

5.2. Conclusions

This study confirms that environmental knowledge is a significant base for ethical consumption, and consumers’ CSR participation promotes ethical consumption behavior. Specifically, this research proves that there is a direct relationship between environmental knowledge and ethical consumption actions. Our study also demonstrates that CSR participation plays a mediating role on the relation between environmental knowledge and ethical consumption, and also acts as an amplifier for them.

Furthermore, this study also corroborates the moderating influence of psychological social support on environmental knowledge, while enhancing ethical consumption. These are the key contributions of the current research. Because most of the previous literature is likely to ignore relations of different components that affect ethical consumption actions, the conclusion of current research builds up for this shortcoming.

5.3. Limitations and Future Directions

This research has several limitations that can be seen as guidelines for future research. Our data collection was based on quantitative methods and random sampling; hence, cross-sectional and longitudinal studies may enrich the analysis in the future. Furthermore, this research has been conducted on tourism firms in Saudi Arabia and is not recommended for other industries; in the future, this empirical model should be investigated in other countries and sectors. The model can be tested with other mediating and moderating variables in future studies to provide a more comprehensive understanding of this empirical phenomenon. Moreover, there are other important determinants that influence ethical consumption as well that could be tested.