The past decade has seen significant growth in the tourism and hospitality literature on corporate social responsibility (CSR). Indeed, over 70% of the articles on this topic have been published in the past five years. Through the application of a stakeholder lens, this paper explores how CSR has developed within the extant literature, paying particular attention to current gaps and highlighting the contributions of the research in this special issue. This emerging research on CSR in the context of tourism and hospitality is pushing past the boundaries of early approaches to corporate sustainability by providing empirical evidence to support the importance of integrating a range of stakeholder perspectives and needs throughout the planning, implementation, and evaluation of CSR initiatives. We observe that while there is ample research on certain stakeholder groups such as management, employees, shareholders, and consumers, there is less emphasis on the role of communities and ecosystems as stakeholders and very little related to suppliers, NGOs, and government. Although tourism and hospitality firms may not be subject to the same pressures as other industries, there remain important opportunities to both document and engage these external stakeholders in the journey towards sustainability.

Purpose -To explore the barriers and motivations to the construction of green buildings at the University of Waterloo (UW) by documenting and analysing the UW building process. Design/methodology/approach -The authors conducted 13 semi-structured in-depth interviews with key UW individuals as well as analyzing numerous internal reports in order to document UW's building process. Based on the literature, a set of key ingredients for successful green building projects is developed as a basis from which to evaluate UW's current practices. Findings -Based on the four key ingredients needs for successful green building projects at Institutions of Higher Education (IHE), UW was found to have weaknesses in all four areas including: a lack internal leadership amongst stakeholders with decision-making power, a lack of quantifiable sustainability targets, an operational structure that does not reward building designs with lower energy costs, and lack of communication between professional designers, facilities management and faculty. While UW has implemented many green initiatives on campus, the current financial and organizational structure of the University's current system does lend itself to the creation and implementation of green buildings on campus. Originality/value -Most research at IHE document existing green building initiatives and the lessons learned from their design and construction. There has been limited research into the processes by which decisions to proceed with the construction of green buildings are made, particularly within large institutions. As a consequence, the research documents many of the pitfalls, traps, and solutions that are experienced during the construction of green buildings, but have limited knowledge of the reasons why some proposed green buildings never get developed. This research identifies barriers to the construction of green buildings within institutional decision-making processes and makes specific recommendations for realizing green building construction based on the UW case study.

Many commentators have examined the airline industry's impacts on the environment but not the internal management processes used to develop company environmental policies. This paper argues that environmental management tools need to take into consideration the complex, value-laden setting in which corporate environmental policy-making occurs if such tools are to be socially and politically legitimated. A case study of Scandinavian Airlines (SAS) examines an airline's decision-motivations for environmental commitment. An in-depth analysis of the drivers identified by both Scandinavian Airlines and related industry officials shows that attitudes, values and beliefs generated both internally and externally have a critical impact on the airline's environmental policy-making. Although there are numerous influences that drive SAS's level of environmental commitment, three 'motivators' are found particularly noteworthy. Firstly, this research demonstrates that eco-efficiencies, in various forms, are a strong motive at SAS. Secondly, Scandinavian culture also plays an influential role in the value SAS puts on the environment at a strategic level. Thirdly, it was found that internal leadership, in the form of environmental champions in senior management positions, played a key role in the positive outcomes of the airline's environmental performance. Given the current growth in benchmarking and eco-labelling activity across tourism, this research enhances understandings about what motivates airlines to develop environmental policy in this increasingly competitive and volatile sector.

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The use of message framing, a technique that shapes perceptions of the outcomes of the promoted behavior, in combination with a specific target audience can substantially enhance the success of social marketing campaigns. Although the persuasive effects of message framing have been widely publicized in the field of social and cognitive psychology, there is a surprising dearth in the literature regarding the role of message framing as a strategy within the context of social marketing to influence environmentally sustainable behaviors. This article provides an overview of the main principles of message framing, including gain and loss framing as well as social and physical threat. The most effective combination of frame and threat may in fact depend on the measure used to assess its influence on behavior. In particular, the literature suggests that the effect of frame and threat interaction may be most prominent in changing attitudes toward the behavior. Four factors should be considered in the use of framing and threat in message design, including: (1) level of risk involved in uptake of the behaviour, (2) degree of self-referencing or self-other referencing in the message, (3) level of experience and knowledge of the target audience and stage of change of the target audience, and (4) gender of target audience. Thus, proper segmentation of the population should be carried out before designing messages with frame= threat factors. Further research on the influence of message framing and the role of audience segmentation in behavioral change strategies is needed to deepen our understanding of its effectiveness in designing social marketing campaigns that focus on environmentally sustainable behaviors.