This paper investigates how employers carry out their CSR goals through HRM practices, while working closely with non‐profit organisations (NPOs) that facilitate refugee employment support programmes. Recent research suggests that human resource management (HRM) can play a crucial role in corporate social responsibility (CSR) and in addressing grand challenges, such as refugee workforce integration. In a world of more than 80 million refugees this paper offers findings and insights that may facilitate a more welcoming inclusion of refugees, in ways that contribute to consumer, marketplace, and societal well‐being. The authors share thoughts on implications for theoretical contributions, management, and policy for reducing animosity and its harmful impact on refugees and the consumer‐citizens of their host countries. Findings from a survey of 499 Lebanese consumers revealed that War and Economic Animosity negatively affect Lebanese consumers’ Expected Service Quality when delivered by a Syrian refugee furthermore, Perceived Cultural Distance between Lebanese and Syrians appears to negatively affect Willingness‐to‐Buy.
This study examines how animosity toward refugees and Perceived Cultural Distance from them affect Lebanese consumers’ service‐quality expectations and Willingness‐to‐Buy from inclusive services of Syrians forcibly displaced by war. Global migration is changing the world into multicultural marketplaces, creating challenges and opportunities for consumers.