The psychology of CSR signaling in luxury hospitality: A self-determination theory perspective on brand love and customer engagement.

Understanding how socially conscious Generation Z (Gen Z) consumers respond to socially responsible brand communication has become increasingly important in consumer psychology. Drawing on Self-Determination Theory (SDT) as an overarching interpretive lens, this study examines how customer-perceived CSR signals relate to customer engagement, brand love, and willingness to pay premium prices (WPPP) in luxury hotels. Rather than directly measuring SDT's psychological needs, the theory is used to interpret the observed relationships from a motivational perspective. The moderating roles of customer-perceived brand ethicality and sustainability awareness are also examined. Data from 403 Gen Z luxury hotel customers in India were analyzed using structural equation modeling. The findings indicate that customer-perceived CSR signals are positively associated with customer engagement and brand love but not significantly associated with WPPP, suggesting that Gen Z consumers may perceive CSR as an expected standard rather than a distinctive source of value in luxury hospitality. The results further show that customer-perceived brand ethicality and sustainability awareness strengthen these positive relationships, highlighting their importance as boundary conditions. The study contributes to consumer psychology literature by extending the application of SDT to explain customer responses to perceived CSR signals. Managerially, the findings suggest that luxury hotel managers should communicate authentic CSR initiatives and strengthen ethical brand positioning to enhance customer engagement, brand love, and premium-price willingness among Gen Z consumers.