Effects of hotels' green practices on consumer citizenship behavior

Abstract

This study investigates the influence of hotels’ green practices on consumer citizenship behavior and whether this relationship is mediated by perceived value and psychological safety utilizing the cognitive behavioral theory. This study also examines the moderating effects of social influence. Results show that green hotel practices are positively related to consumer citizenship behavior. Perceived value and psychological safety positively mediate this relationship. Furthermore, social influence positively moderates the relationship between green hotel practices and perceived value and between green hotel practices and psychological safety. These findings provide both theoretical and practical implications for researchers and hotel managers in planning and implementing green practices to influence consumers’ perceptions, feelings, and behaviors towards hospitality businesses.