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

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.