A Deeper Insight Into Attachment‐Aversion Relationships and Pro‐Brand Intention in the Hotel Sector: Environmental CSR , NAM , and Emotional Influences

ABSTRACT This study investigated how environmental corporate social responsibility (CSR), the norm activation model (NAM), and anticipated emotions collectively shape attachment‐aversion (AA) relationships and pro‐brand behavioral intentions in the hotel sector. Focusing specifically on the environmental dimension of CSR—given its growing relevance to sustainability and consumer expectations in hospitality—the study employed fuzzy‐set qualitative comparative analysis (fsQCA) to identify how combinations of environmental CSR initiatives (e.g., conservation efforts), NAM components (e.g., problem awareness), and emotions (e.g., pride) influence customer behavior. The findings revealed that high pro‐brand behavioral intentions arise from particular configurations of these factors, while other combinations are linked to aversion. By addressing the interplay among these variables and emphasizing the environmental aspect of CSR, this research provides actionable insights for optimizing sustainable hotel management and enhancing customer‐brand relationships.