Green practices as an effective business strategy to influence the behavior of hotel guests in the luxury hotel sector: Evidence from an emerging market

Thac Dang-Van, Jianming Wang, Tan Vo-Thanh, Xinru Jiang, Ninh Nguyen

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)

Abstract

Researchers have investigated the influence of green practices on consumer behavior in the last decades. However, findings indicate that consumers have different responses toward green practices. To advance the current literature, this study draws on the theoretical foundation of social identity theory to investigate the relationship between green practices and hotel guests' visit intention in the luxury hotel sector. The study also determines the mediating mechanisms of perceived value fit and promotion focus and the moderating mechanism of environmental behavior in this relationship. Sample data were collected from 473 hotel guests in China's luxury hotels. The results of structural equation modeling indicate that green hotel practices enhance visit intention and that perceived value fit and promotion focus positively mediate this relationship. Moreover, environmental behavior has a positive moderating effect on the link between green hotel practices and perceived value fit, as well as that between perceived value fit and visit intention. A robustness test with another sample data of 266 hotel guests confirms the hypothesis testing results. The findings of this study provide implications for researchers and business managers in understanding and managing the influence of green practices on hotel guests' behavior in the luxury hotel sector.

Original languageEnglish
Pages (from-to)3612-3627
Number of pages16
JournalBusiness Strategy and the Environment
Volume32
Issue number6
Early online date27 Nov 2022
DOIs
Publication statusPublished - Sept 2023

Bibliographical note

Funding Information:
Major Project of the National Social Science Fund of China (no. 20ZDA087).

Fingerprint

Dive into the research topics of 'Green practices as an effective business strategy to influence the behavior of hotel guests in the luxury hotel sector: Evidence from an emerging market'. Together they form a unique fingerprint.

Cite this