Introduction
Climate change is profoundly interconnected with the tourism industry (Chi et al. 2022). Approximately 8% of the global greenhouse gas emissions emanate from the tourism industry (Streimikiene et al. 2021). The accommodation industry’s emissions account for approximately one-fifth of the tourism emissions (Merli et al. 2019). In recent years, the green hotel industry has garnered significant attention and praise from researchers for its approach to reducing adverse environmental effects (Chen and Peng, 2023). For example, by using recyclable resources, energy-saving light bulbs, water-saving bathroom fixtures, purchasing local products, etc., hotels can reduce carbon dioxide emissions, protect ecosystems, and contribute to combating climate change (Wang et al. 2024). The Green Hotel Association defines green hotels as environmentally friendly properties that undertake initiatives to conserve water and energy, and reduce solid waste, while simultaneously saving money to safeguard the earth; this is one of the most accepted definitions (TM et al. 2021). The demand for environmentally friendly facilities and services is also rising, as guests worry about excessive resource consumption and negative impacts on the environment during their stay (Wan et al. 2022). With growing awareness of sustainable travel and environmental preservation, green hotels are gaining popularity. However, there is an attitude-behavior gap between guests’ actual willingness to pay and their environmental attitudes (Chen et al. 2022). Although guests have strong environmental attitudes, they may not be willing to pay a premium, which hinders the development and promotion of the green hotel industry. Consequently, it is imperative to investigate the variables that determine guest satisfaction and their propensity to pay a premium for green hotels in order to advance the sustainability of the hotel industry.
Intensified competition compels industry practitioners to focus on enhancing hotels’ green competitive advantage to increase customer satisfaction. The green transformation of the hotel industry is imminent (Xin and Wang, 2023). However, adopting new technologies and labor can require huge capital expenditures when implementing green initiatives (Casado-Díaz et al. 2020). The cost pressure faced by green transformation is a dilemma for many hotels, especially small and medium-sized enterprises. According to a survey by the China Hospitality Association, many hotels are facing multiple pressures in terms of revenue, labor costs, raw material costs, and so on after COVID-19, which has further exacerbated the economic obstacles for hotels to carry out green transformation. Hotels face the challenge of making significant investments to reap the cost-benefits of green initiatives, often necessitating additional charges for consumers (TM et al. 2021). The survival and ultimate success of a new product or service depend on the actual purchasing behavior of current or potential customers (Yang et al. 2023). Therefore, it is important to study the factors that influence guests’ willingness to pay a premium for green hotels. The existing literature presents a multifaceted view of guest satisfaction and willingness to pay a premium for green hotels, particularly focusing on the interplay between service quality, satisfaction, and behavioral intentions. While several studies have identified a positive relationship between environmentally friendly practices and customer satisfaction, leading to willingness to pay premium (González-Rodríguez et al. 2020; Özkan et al. 2023), there are areas where research appears to be less conclusive or insufficiently explored. One notable gap is the inconsistency regarding the willingness to pay for green initiatives. While some studies suggest that guests are willing to pay a premium for green practices (Casado-Díaz et al. 2020), others indicate that guests expect hotels to bear the cost of these initiatives (Soni et al. 2022). Additionally, Kunchornsirimongkon and Apichai (2020) have highlighted the influence of demographic factors on willingness to pay, but a comprehensive understanding of how these factors interact with service quality perceptions to affect satisfaction and behavioral intentions remains lacking.
The literature on green hotel consumer behavior is expanding, primarily focusing on understanding consumers’ intentions to visit green hotels (Haq et al. 2023; Nimri et al. 2020; Yarimoglu and Gunay, 2020) and their willingness to pay a premium (Casado-Díaz et al. 2020). Moreover, half of the studies conducted in this regard have focused on the United States (TM et al. 2021). However, practitioners in emerging economies frequently encounter more severe economic challenges than those in developed countries do. Shehawy et al. (2024) state that national culture affects customers’ green purchasing decisions. Consumers in collectivist countries pay more attention to the happiness of the collective and are more likely to show a “more environmentally friendly” purchasing attitude. In addition, consumers in developing countries are more sensitive to price and may be more likely to have attitude-behavior differences. Therefore, China, as a collectivist and emerging country, is suitable for this study. Hence, this study concentrates on investigating the factors that influence consumers to pay more to stay in green hotels in China. To achieve this, the service quality-satisfaction-behavioral intention paradigm, a widely used concept for studying consumer behavioral intentions (Tan et al. 2022), was integrated into this study. Specifically, this study focuses on investigating factors related to green hotel service quality, such as green image (Wu et al. 2021), green practice performance (Moise et al. 2020), and word-of-mouth (WOM) (Vo et al. 2021) and how they impact guest satisfaction and willingness to pay a premium for staying in such hotels. Additionally, psychological factors related to guests have been included, such as green emotional attachment (Wu et al. 2021) and attitudes towards green hotels (Haq et al. 2023). Moreover, customer satisfaction and loyalty are key factors affecting willingness to pay a premium. Previous research has found that loyalty plays a mediating role in the relationship between attitudes and behavior (Casidy and Wymer, 2016), yet the moderating role of loyalty has largely been ignored. Therefore, it is necessary to examine the moderating effect of green experiential loyalty that may influence the relationship between satisfaction on willingness to pay a premium. Functional value refers to the economic evaluations made by guests who value money (Moise et al. 2020). Functional value may increase the likelihood of consumers purchasing something (Baek and Oh, 2021); therefore, this study also investigates the moderating effect of functional value.
Therefore, this study extends the application of the service quality-satisfaction-behavioral intention paradigm in the green hotel industry. It contributes to understanding guests’ psychological behavior by studying the factors that affect their satisfaction and willingness to pay a premium. In addition, this study explores the direct and indirect effects of customer satisfaction on willingness to pay a premium. This study is important because it not only fills the research gap in the existing literature but also provides practical strategic suggestions for green hoteliers. This study also examines the moderating role of functional value and green experience loyalty. In addition, considering that differences in gender, age, education, and monthly income may have different effects on individual cognition, we conducted a multi-group analysis. The results can provide a theoretical basis for hotel industry stakeholders to help improve their marketing strategies. This study offers empirical support for policymakers to promote the sustainable development of green hotels. Finally, we conducted this study in China, a collectivist and developing country, to examine how cultural and economic factors influence guests’ green consumption behavior, thereby serving as a reference for future research in similar economies.
The remainder of this paper is organized as follows: the second section explains the theoretical background and hypothesis development and presents the research model; the third section demonstrates the data collection and data analysis methods; the fourth section shows the results of the data analysis; and the fifth section summarizes and discusses the research findings and explains the significance and limitations of the research.
Literature review
Service quality-satisfaction-behavioral intentions paradigm
To differentiate between service quality and satisfaction, Jen et al. (2011) proposed the service quality-satisfaction-behavioral intentions paradigm based on the expectancy disconfirmation theory (Parasuraman et al. 1988; Oliver 1977). This paradigm emphasizes that service quality is used to evaluate specific dimensions, whereas satisfaction is evaluated in broader dimensions based on customer experience (Jen et al. 2011). It explains that satisfaction results from good service quality and that customers’ positive behavioral intentions are the result of satisfaction (Cronin et al. 2000). Satisfaction plays an important mediating role in the relationship between service quality and behavioral intention (Fu et al. 2018). The service quality-satisfaction-behavioral intention paradigm is widely used in research on the impact of behavioral intention and has been modified and validated across a wide range of domains (Fu et al. 2018; Tan et al. 2022).
To elucidate the relationships between the variables of interest, such as green emotional attachment, attitude towards green hotels, green image, green practice performance, word-of-mouth, guest satisfaction, functional value, and green experiential loyalty, we ground our study in several theoretical perspectives, particularly the service quality-satisfaction-behavioral intention paradigm. The Theory of Planned Behavior (Ajzen, 1991) suggests that positive attitudes towards green hotels, influenced by beliefs about the benefits of green practices, lead to increased intentions to stay at green hotels, while emotional attachment to green practices strengthens these intentions. Social Identity Theory (Tajfel and Turner, 1986) posits that a hotel’s green image enhances a guest’s social identity, increasing loyalty and word-of-mouth intentions. According to the Expectancy-Value Theory (Vroom, 1964), high functional value from effective green practices increases satisfaction and loyalty. Service-Dominant Logic (Vargo and Lusch, 2008) emphasizes that effective green practice performance co-creates value with guests, enhancing satisfaction and experiential loyalty. The consistency between guests’ environmental beliefs and hotel practices influences satisfaction, according to the Cognitive Dissonance Theory (Festinger, 1957). According to the Social Exchange Theory (Blau, 1964), positive experiences and perceived benefits from green practices lead to positive word-of-mouth as guests reciprocate the value received. Lastly, experiential marketing theory (Schmitt, 1999) highlights those positive green experiences, encompassing emotional, sensory, and relational aspects, that foster stronger emotional bonds and loyalty. These theoretical perspectives, combined with the service quality-satisfaction-behavioral intention paradigm, provide a comprehensive understanding of how the variables in our study are interrelated and influenced by green practices, ultimately affecting guest satisfaction and behavioral intentions.
Service quality and satisfaction are important indicators used by the service industry to predict consumers’ behavioral intentions (Erjavec et al. 2016). Many studies have evaluated the impact of service quality on hotel customer satisfaction. For example, Assaker (2020) analyzed the data from 200 British respondents and confirmed that the service quality of high-end hotels affects customer satisfaction, thereby increasing customer loyalty and behavioral intentions towards the hotel. Liat et al. (2014) also confirmed the importance of high-quality services in enhancing customer satisfaction in the Malaysian hotel industry, thereby driving customers’ revisit intentions. Many researchers have supported the applicability of the service quality-satisfaction-behavioral intention model in the hotel industry (Han and Hyun, 2017; Raza et al. 2012).
However, this model has certain limitations. It mainly focuses on the causal relationship between service quality, customer satisfaction, and behavioral intention, while ignoring other important factors. There are several factors that influence customer satisfaction in the hotel industry. Zaibaf et al. (2013) recommended an investigation into the impact of psychological factors on customer satisfaction. In the context of green hotels. Guest attitudes and emotional attachment to green hotels may be key factors affecting their satisfaction and behavioral intentions. Additionally, service quality is a multidimensional (Assaker, 2020; Zaibaf et al. 2013) factor; thus, it is difficult to obtain a unified measurement standard for service quality in the context of the hotel industry. This is because hotels, as intangible commodities, cannot be measured before an experience. Furthermore, González-Rodríguez et al. (2020) noted that the image of a hotel is of utmost importance, and a positive perception of a hotel’s efforts towards environmental protection can greatly impact guests’ identification with such establishments. The authors also reported that a positive green image enhanced guests’ identification with green hotels. Therefore, when considering the measurement factors of green hotel service quality evaluation, the hotel’s green image and green practice performance may serve as intangible assets that influence guests’ purchase decisions. Moreover, the service quality-satisfaction-behavioral intention model does not fully consider individual differences among customers. In the context of green hotels, individual differences such as age and gender may affect customers’ evaluation of satisfaction. This study aims to address these research gaps by investigating the impact of guests’ psychological factors on satisfaction, considering the measurement factors of intangible assets in green hotels, and delving into the differences in behavioral intentions among individuals.
Hypotheses development
Green emotional attachment and attitude towards green hotels with guest satisfaction
In this study, green emotional attachment and attitudes towards green hotels were regarded as psychological factors affecting guest satisfaction. Guest satisfaction reflects the delightfulness level of green hotels that can meet the needs, wants, and desires of guests and generate pleasant feelings (Assaker, 2020; Merli et al. 2019). In other words, when the overall quality of a green hotel meets guests’ expectations and is recognized by guests, they think it is worthwhile to stay in the hotel and are satisfied with it (Sarmiento-Guede et al. 2021; Wang et al. 2018).
The emotionally charged bond between an individual and an organization is called emotional attachment (Thomson et al. 2005). This study defines green-emotional attachment as connecting customers to a green hotel through intimacy, affection, and connection. High attachment to an organization prompts individuals to develop a deep connection with it and be willing to engage in ongoing interactions (Fedorikhin et al. 2008). Strong emotional attachment promotes individuals’ identification with their organization. Deep emotional ties have a positive impact on individuals’ evaluations of an organization and future behavioral intentions (Yuksel et al. 2010).
Attitude towards green hotels refers to guests supporting the behavior of staying in green hotels and having a positive evaluation of that behavior. Guests who believe that green hotels are beneficial to the environment and society are more attracted to them (Haq et al. 2023). Guests who value environmental protection have a positive attitude toward green hotels and give green hotel products or services positive reviews (Han et al. 2011). Nimri et al. (2020) confirmed that positive consumer attitudes positively affect the overall evaluation of green hotels and positively impact their willingness to stay in green hotels and pay premiums (Han and Kim, 2010). Based on the above explanation, the following hypotheses are proposed:
H1. Green emotional attachment has a positive effect on guest satisfaction.
H2. Attitude towards green hotels have a positive effect on guest satisfaction.
Green image and green practice performance with guest satisfaction
In green hotel research, green image and green practice are important indicators of service quality. Green image is a brand perception related to environmental concerns and commitment in consumers’ minds (Chen, 2009). A green image reflects a hotel’s commitment and practices in environmental protection and sustainability (Wang et al. 2018; Sarmiento-Guede et al. 2021). Through proactive environmental practices and sustainability efforts, hotels can improve their service quality reputation. In other words, hotels with a positive green image reflect higher environmental service quality. Wu et al. (2021) analyzed 515 Taiwanese respondents’ feedback on green restaurants and verified the positive influence of green images on green experiential satisfaction. Wang et al. (2018) pointed out that green image positively affects hotels’ green satisfaction and green trust, emphasizing green image as a key strategic tool for green hotels.
Green practice reflects the series of business strategies and activities developed to achieve environmental sustainability (Merli et al. 2019; Moise et al. 2020). Green hotels implement water- and energy-saving practices (e.g., new linens only when necessary), promote the use of recyclable products, provide local and/or organic food, encourage guests to use public transportation, and participate in environmental efforts while considering their ideas for environmental protection (Assaker, 2020). Merli et al. (2019) confirmed the importance of the relationship between green practices and tourism satisfaction. Green practice is an important value-added business strategy for hotel operations and a key factor in customers’ hotel selection decisions (Kim et al. 2017). The implementation of environmentally friendly practices at hotels has a favorable impact on the level of satisfaction expressed by guests (Merli et al. 2019). Based on the above explanation, the following hypotheses are proposed:
H3. Green image has a positive effect on guest satisfaction.
H4. Green practice has a positive effect on guest satisfaction.
Word-of-Mouth and guest satisfaction
Augusto and Torres (2018) stated that WOM plays a vital role in influencing consumer behavior. WOM refers to positive or negative evaluations of green hotels by potential, actual, or former guests, disseminated online or offline. The ongoing expansion of social media platforms has accentuated the significance of electronic WOM (King et al. 2014). Hotels are intangible products. Therefore, it is difficult for users to measure their service quality before purchasing them. Online user reviews effectively reduce customers’ perceived uncertainty (Vo et al. 2021). Potential users can judge a hotel’s service quality through user experience reviews, photos, and videos posted by previous customers. Users attach great importance to the opinions of users with experience when choosing a hotel (Vo et al. 2021). Thus, previous customer reviews on online sites influence subsequent consumer behavior. Accordingly, we propose the following hypothesis:
H5. Word-of-Mouth has a positive effect on guest satisfaction.
Guest satisfaction and willingness to pay premium prices for green hotels
Many researchers have considered behavioral intention and loyalty as consequences of satisfaction and have obtained a large amount of empirical evidence (Jen et al. 2011). However, there is little research on willingness to pay a premium price for green hotels. Willingness to pay is often considered one of the strongest outcomes of loyalty (Aaker, 1996). However, the relationship between willingness to pay premium prices and loyalty is asymmetric. In other words, customers with brand loyalty may not always be willing to pay a premium price, but it is probable that those willing to do so will exhibit strong loyalty towards the brand. Compared with traditional products and services, higher prices are the most important obstacle to green consumption (Gleim et al. 2013; Yadav et al. 2019). In the green hotel industry, where competition is fierce and construction costs are high, practitioners must understand the drivers of customers’ willingness to pay premium prices (Ligas and Chaudhuri, 2012). Thus, willingness to pay a premium price has a very important impact on the profitability and sustainable competitive advantage of green hotels (Casidy and Wymer, 2016).
The willingness to pay a premium price usually refers to paying more for a particular service brand than for comparable alternative brands (Netemeyer et al. 2004). In this study, the term refers to guests willing to pay more for green hotels to support environmental sustainability. Homburg et al. (2005) verified that customer satisfaction has a strong positive impact on willingness to pay. Kang et al. (2012) pointed out that customers who care about environmental issues have a more positive attitude towards green hotels and are more willing to pay extra costs for green hotels. Therefore, we propose the following hypothesis:
H6. Guest satisfaction has a positive effect on willingness to pay premium prices for green hotels.
Moderating role of functional value and green experiential loyalty
Functional value is defined as the economic evaluations made by guests who value green hotels (Carlson et al. 2019). When guests feel that a green hotel provides excellent functional value and believe that the hotel provides good value for money, their level of satisfaction increases (Moise et al. 2020; Rasoolimanesh et al. 2020). Accordingly, they are more willing to pay premium prices to continue receiving increased value. While the existing studies do not directly address the moderation effect of functional value on the relationship between guest satisfaction and willingness to pay a premium for green hotels, they do offer insights into related areas. For instance, Gupta et al. (2023) found that sustainable practices positively affect guest intentions to return and willingness to pay a higher price, suggesting that the functional value of these practices could enhance satisfaction and influence price tolerance. González-Rodríguez et al. (2019) and Özkan et al. (2023) both indicate that customers’ environmental concerns and perceptions of a hotel’s environmental practices can increase their willingness to pay more, which implies that the functional value derived from these concerns and perceptions could play a moderating role. Therefore, we propose the following hypotheses:
H7. Functional value positively moderates the relationship between guest satisfaction and willingness to pay premium prices for green hotels.
Green experiential loyalty refers to guests’ psychological commitment towards green hotels and repeated purchase behavior according to their experiences (Merli et al. 2019; Sarmiento-Guede et al. 2021). Loyal customers establish deep emotional connections with brands. Even if substitutes offer superior conditions, such as price reductions, loyal customers resist the temptation and are unwilling to change their choice of brand (Yim et al. 2007). Even when satisfaction is low, a strong emotional bond motivates customers to make repeat purchases (Reichheld and Schefter, 2000). Liao et al. (2017) noted that highly loyal customers ignore the impact of satisfaction when making purchase decisions. Loyal customers are generally more likely to be satisfied, and positive green experiences provide them with a more positive view of green hotels. Even if problems or dissatisfaction arise, loyal customers do not immediately switch to alternative branded hotels. That is, green experience loyalty moderates the relationship between guest satisfaction and willingness to pay a premium, and loyal guests may be willing to pay a higher price because of their high recognition of the hotel’s environmental protection initiatives. Therefore, we propose the following hypothesis:
H8. Green experiential loyalty positively moderates the relationship between guest satisfaction and willingness to pay premium prices for green hotels.
In view of these hypotheses, this study develops the following conceptual framework (Fig. 1).
Fig. 1 [Images not available. See PDF.]
Conceptual framework.
Research methodology
Sampling and data collection
Quantitative research can provide a detailed explanation of the behavioral process of guests paying higher premiums for green hotels. We collected the data between October and November 2023. The units of analysis were individuals, and the target respondents were guests who had experienced a green hotel stay in China. The study chose China as its research focus for several reasons. First, China is the world’s largest collectivist nation and a developing country. Second, the country is grappling with the challenges of reconciling its rapidly growing economy with environmental concerns. Additionally, the government in China is actively promoting the concept of green hotels to foster sustainable growth in the hospitality sector. Consequently, China presents an ideal platform for studying green hotel consumer behavior. Non-probability sampling method was selected because of its inability to acquire a precise sampling frame (Wang and Wong, 2021). Specifically, we used a purposive sampling technique because it employs rigorous screening criteria to ensure that the data obtained are reliable and valid (Cham et al. 2022). Through purposive sampling, the preset filtering options can exclude respondents who do not meet the specific criteria. This study focuses on guests who have experience staying in green hotels, which accounts for a relatively small proportion of the overall guest base. To address external validity threats, we utilized a diverse and representative sample of the target population to enhance generalizability.
The required sample size based on G*Power 3.1 software (Effect Size f2 = 0.15, Power 1-β err Prob = 0.8, and number of predictors = 8) analysis for this study was 109 (Faul et al. 2009). Questionnaires were produced and distributed using SoJump, a survey platform that allows pre-set filtering options to improve data accuracy and reliability. These options include completing the form before submission, a minimum answer time of five minutes, and the restriction that each user can only answer once. With over 10 million people filling out questionnaires on the platform every day, the large number of potential respondents from different areas also helps avoid sampling bias. After filtering, 573 valid data points were retained. This study utilized structural equation modeling (SEM) analysis and managed to analyze 573 reliable data sets. Furthermore, we employed the SoJump platform to gather data across various regions in China. The inclusion of cross-regional data improved the sample’s representativeness and generalizability of the study’s findings.
The items in the questionnaire were designed based on relevant theories and previous research results, and each item was directly related to the research objectives. The questionnaire, consisting of measurement items, was composed of linguistically uncomplicated and straightforward terms to reduce respondents’ understanding bias. Subsequently, the questionnaire was translated into Chinese and underwent forward and back translation to ensure the accuracy of its content. Six professionals proficient in both Chinese and English were consulted for a pre-test, and the wording of some items was revised based on their opinions. To ensure the validity and reliability of the questionnaire, 35 data points were collected during a pilot test before comprehensive collection. The pilot test questionnaire was distributed through the SoJump platform, and data were collected from 40 respondents who had experience staying in green hotels. The Cronbach’s alpha coefficients of all variables exceeded 0.70, indicating adequate reliability of the questionnaire.
Instrument
This study used a structured questionnaire with closed-ended questions to collect data. The items in the questionnaire were designed based on relevant theories and previous research results, and each item is directly related to the research objectives. Six experts put forth recommendations for adjustments to specific words, which were minor changes that required no further elaboration. The survey instrument, comprising 45 measurement items, utilized straightforward and simple linguistic terminology to minimize potential biases in respondents’ understanding. Subsequently, the questionnaire was translated into Chinese and subjected to both forward and back translation to confirm its content’s accuracy. The questionnaire included a cover letter with instructions for filling in the answers. The cover letter briefly introduced the title and purpose of the study and emphasized the confidentiality and voluntary nature of the respondents. We also explained the conditions for participating in the survey, namely, the need to have experience staying in a green hotel. Respondents were not required to provide any personal identifying information when answering the questionnaire. We also mentioned the tentative time (10–15 min) required to complete the survey. The questionnaire was divided into two sections. Section A investigated the demographic profile of the respondents, including sex, age, education level, occupational status, monthly income, latest staying time at a green hotel, and time spent in green hotels. Section B dealt with green emotional attachment (Jang et al. 2014; Hasan, 2023; Wu et al. 2021); attitude toward green hotels (Haq et al. 2023; Nimri et al. 2020; Verma et al. 2019; Yadav et al. 2019); green image (Wang et al. 2018; Sarmiento-Guede et al. 2021); green practice performance (Assaker, 2020; Merli et al. 2019; Moise et al. 2020); WOM (Augusto and Torres, 2018; Khan et al. 2023; Kumar et al. 2023); guest satisfaction (Assaker, 2020; Merli et al. 2019; Sarmiento-Guede et al. 2021; Wang et al. 2018); functional value (Carlson et al. 2019; Moise et al. 2020; Rasoolimanesh et al. 2020); green experiential loyalty (Merli et al. 2019; Sarmiento-Guede et al. 2021; Wu and Ai, 2016; Wu et al. 2018); and willingness to pay premium prices for green hotels (Can et al. 2023; Kang et al. 2012; Yadav et al. 2019). A total of 45 measurement items were adapted from previous studies, with five items comprising each variable. The questionnaire is presented in Supplementary Material 1 Table S1. Survey Instrument. All items were measured on a seven-point Likert scale ranging from strongly disagree (1) to strongly agree (7). The 7-point scale provides more choices than the 5-point scale, which can reduce the selection bias of respondents and improve the measurement accuracy of the data.
Common method bias
Common method bias (CMB) occurs when the same methods are used to collect all variables (Podsakoff and Organ, 1986), thereby affecting the validity and reliability of the measurements (Low et al. 2021). This study addressed the threat of CMB using procedural and statistical approaches. The following measures were taken: First, anonymity and confidentiality of the questionnaire were ensured to avoid the respondents being affected by the social desirability effect, which would lead to the validity of the data. Second, the purpose and use of the study were described in a cover letter to ensure that the respondents understood the importance of answering the questionnaire. The pre-test and pilot tests were then conducted. In addition, detailed term definitions and sample pictures of green hotels were added to the homepage of the questionnaire to reduce ambiguity and minimize CMB (Jordan and Troth, 2020). For the statistical approaches, the result of Harman’s single-factor test was 47.207%, which was lower than the recommended threshold of 50% (Podsakoff et al. 2011). Additionally, the collinearity issue was examined by assessing the variance inflation factor (VIF) for all constructs. The VIF values are listed in Table 1. The results show that almost all VIF values are less than 3.3 (Kock, 2017), except for the VIF of attitude towards green hotels (3.327), which slightly exceeds the threshold value. However, it is still below the recommended threshold of 5 (Hair et al. 2011). Therefore, CMB was not a significant issue in this study.
Table 1. Full collinearity test.
Items | GEA | AGH | GRI | GPP | WOM | GSF | FTV | GEL | WPH |
|---|---|---|---|---|---|---|---|---|---|
VIF | 2.449 | 3.327 | 2.901 | 3.066 | 2.397 | 2.990 | 3.244 | 2.869 | 3.178 |
GEA green emotional attachment, AGH attitude towards green hotels, GRI green image, GPP green practice performance, WOM Word of Mouth, GSF guest satisfaction, GEL green experiential loyalty, FTV functional value, WPH willingness to pay premium prices for green hotels.
Multivariate normality
The multivariate normality of the data was assessed using the web power online tool (https://webpower.psychstat.org/models/kurtosis/). According to the results, Mardia’s skewness and kurtosis p-values were less than 0.05 (Cain et al. 2016), confirming the non-normality of the data.
Data analysis method
This study employed partial least squares structural equation modeling (PLS-SEM) to examine the data and validate the proposed model. The PLS-SEM method is deemed appropriate for conducting exploratory research to develop new theories or extend the existing theories (Hair et al. 2019). It is also suitable for analyzing complex models with numerous constructs and indicators, as well as for testing research models from a predictive perspective, as noted by Hair et al. (2021) and Richter et al. (2016). This exploratory study aims to broaden the service quality-satisfaction-behavioral intention paradigm by emphasizing the influence of individuals’ psychological factors on satisfaction and their willingness to pay premium prices for green hotels. The proposed research model seeks to investigate the causal relationships among various aspects of service quality, satisfaction, and behavioral intentions from a predictive perspective. Considering the aforementioned advantages, this study utilized PLS-SEM for data analysis. This study also utilized partial least squares multigroup analysis (PLS-MGA) to test the impact of categorical variables (i.e., sex, age, education, and income) on consumption behavior. This method has been employed to assess any significant differences in structural paths across various groups (Cheah et al. 2023).
Results
Demographic characteristics
The Supplementary Material 1(Table S2) provides a detailed information on the demographic characteristics of the 573 data samples. This includes sex, age, education level, occupation, monthly income, time of last stay at a green hotel, and number of stays. Most respondents were male (69.1%). The largest age group represented in the sample was those aged 21–30 years, comprising 34.2% of the total, followed by those aged 18–20 and 31–40 years, accounting for 23.2% and 23.0%, respectively. Nearly half of the respondents (43.1%) held a bachelor’s degree. In terms of occupation, the largest proportion of respondents (39.1%) were employed full-time. A significant proportion of respondents (76.6%) had a monthly income of more than CNY 5,000. In terms of the length of time since their last stay at a green hotel, 17.6% of the respondents had stayed within one month, whereas 40.7% had stayed between one and three months. In addition, 221 respondents made three stays, representing 36.8% of the total.
Measurement model evaluation
According to the suggestion of Hair et al. (2014), we assessed the reliability and validity of the constructs to evaluate the measurement model. The reliability of the model was assessed using Cronbach’s alpha and composite reliability (rho_A and rho_c, respectively) for each variable. The results are presented in Table 2, which shows that all values were above 0.7, indicating an acceptable level of internal consistency. Additionally, the convergent validity of the construct was confirmed through average variance extracted (AVE) values ranging from 0.657 to 0.736, all of which exceeded 0.50, as recommended by Hair et al. (2019).
Table 2. Reliability and Validity.
Variables | No. items | Mean | Standard deviation | Cronbach’s alpha | Composite reliability (rho_a) | Composite reliability (rho_c) | Average variance extracted | Variance inflation factors |
|---|---|---|---|---|---|---|---|---|
GEA | 5 | 4.758 | 1.423 | 0.876 | 0.878 | 0.910 | 0.669 | 2.290 |
AGH | 5 | 4.630 | 1.452 | 0.882 | 0.883 | 0.913 | 0.679 | 2.885 |
GRI | 5 | 4.694 | 1.452 | 0.877 | 0.883 | 0.911 | 0.671 | 2.813 |
GPP | 5 | 4.703 | 1.422 | 0.870 | 0.872 | 0.906 | 0.658 | 2.765 |
WOM | 5 | 4.628 | 1.440 | 0.870 | 0.872 | 0.906 | 0.657 | 2.320 |
GSF | 5 | 4.489 | 1.533 | 0.894 | 0.896 | 0.922 | 0.703 | 2.671 |
FTV | 5 | 4.443 | 1.573 | 0.901 | 0.902 | 0.926 | 0.716 | 2.505 |
GEL | 5 | 4.675 | 1.436 | 0.880 | 0.883 | 0.912 | 0.676 | 2.060 |
WPH | 5 | 4.419 | 1.611 | 0.910 | 0.911 | 0.933 | 0.736 |
GEA green emotional attachment, AGH attitude towards green hotels, GRI green image, GPP green practice performance, WOM Word of Mouth, GSF guest satisfaction, FTV functional value, GEL green experiential loyalty, WPH willingness to pay premium prices for green hotels.
Fornell and Larcker’s (1981) method is commonly used to assess discriminant validity. As shown in Table 2, the AVE for each construct exceeded the highest squared correlation with all the other constructs. Moreover, evaluating the cross-loadings of the indicators is regarded as a more lenient approach for confirming discriminant validity. The results of all the outer loadings were above 0.7 and higher than the cross-loadings on other constructs, as shown in the loading values presented in Supplementary Material 1, Table S3 (Discriminant Validity), and Fig. S1 (Measurement Model with Findings).
Henseler et al. (2014) contended that the limited sensitivity of the two aforementioned methods for evaluating discriminant validity could pose challenges to variance-based SEM. According to their suggestion, the heterotrait–monotrait (HTMT) ratio, an accurate indicator of discriminant validity, was employed in this study. These results are presented in Supplementary Material 1, Fig. S2. Heterotrait-monotrait ratio (HTMT) - Matrix, all the HTMT values were below 0.9, indicating no issues with discriminant validity among the measured constructs. The discriminant validity of the measurement model was confirmed using the three validated methods.
Structural model evaluation
The structural model evaluation involves collinearity and hypothesis testing (Hair et al. 2014). Based on the results shown in Table 3, the VIF values ranged from 2.060 to 2.885, all of which were less than the recommended threshold of 5, indicating that the model was free from multicollinearity issues. The bootstrapping approach was then used to analyze the path coefficients, with a p-value less than 0.05 at 95% confidence level, serving as the threshold for statistical significance. According to results presented in Table 3 and Fig. 2, attitude towards green hotels (β = 0.308, p < 0.001), green practice performance (β = 0.298, P < 0.001), and guest satisfaction (β = 0.260, p < 0.001) showed strong and significant association with the willingness to pay premium prices for green hotels. The confidence interval (CI) for these three hypotheses did not encompass zero at the 5–95% significance level. Thus, hypotheses H2, H4, and H6 were supported. Conversely, green emotional attachment (β = 0.041, p = 0.241), green image (β = 0.112, p = 0.059), and WOM (β = 0.076, p = 0.129) did not show a significant relationship with the willingness to pay premium prices for green hotels. Thus, hypotheses H1, H3, and H5 were not supported.
Table 3. Hypothesis Testing.
Hypothesis | Beta | CI Min | CI Max | t-values | p-values | f2 | r2 | Supported? | |
|---|---|---|---|---|---|---|---|---|---|
H1 | GEA → GSF | 0.041 | −0.050 | 0.145 | 0.702 | 0.241 | 0.002 | 0.547 | No |
H2 | AGH → GSF | 0.308 | 0.170 | 0.425 | 3.996 | 0.000 | 0.072 | Yes | |
H3 | GRI → GSF | 0.112 | 0.002 | 0.240 | 1.561 | 0.059 | 0.010 | No | |
H4 | GPP → GSF | 0.298 | 0.181 | 0.414 | 4.239 | 0.000 | 0.071 | Yes | |
H5 | WOM → GSF | 0.076 | −0.028 | 0.193 | 1.133 | 0.129 | 0.005 | No | |
H6 | GSF → WPH | 0.260 | 0.152 | 0.373 | 3.863 | 0.000 | 0.260 | 0.686 | Yes |
Moderating Effect | Beta | CI Min | CI Max | t values | p values | Moderated? | |||
FTV → WPH | 0.473 | 0.337 | 0.588 | 6.221 | 0.000 | ||||
H7 | FTVGSF → WPH | −0.047 | −0.125 | 0.022 | 1.062 | 0.144 | No | ||
GEL → WPH | 0.183 | 0.088 | 0.300 | 2.847 | 0.002 | ||||
H8 | GELGSF → WPH | 0.081 | 0.016 | 0.153 | 1.947 | 0.026 | Yes | ||
Mediating Effect | Beta | CI Min | CI Max | t values | p values | Mediated? | |||
HM1 | GEA → GSF → WPH | 0.011 | −0.013 | 0.038 | 0.686 | 0.246 | No | ||
HM2 | AGH → GSF → WPH | 0.080 | 0.035 | 0.131 | 2.718 | 0.003 | Yes | ||
HM3 | GRI → GSF → WPH | 0.029 | 0.000 | 0.069 | 1.374 | 0.085 | No | ||
HM4 | GPP → GSF → WPH | 0.078 | 0.036 | 0.132 | 2.648 | 0.004 | Yes | ||
HM5 | WOM → GSF → WPH | 0.020 | −0.007 | 0.052 | 1.085 | 0.139 | No | ||
GEA green emotional attachment, AGH attitude towards green hotels, GRI green image, GPP green practice performance, WOM Word of Mouth, GSF guest satisfaction, GEL green experiential loyalty, FTV functional value, WPH willingness to pay premium prices for green hotels.
Fig. 2 [Images not available. See PDF.]
Final model with findings.
In addition, the results of the moderated PLS-SEM analysis, as presented in Table 3, indicate that green experiential loyalty plays a significant role in moderating the relationship between guest satisfaction and willingness to pay premium prices for green hotels. Thus, hypothesis H8 was supported. However, hypothesis H7, which stated that functional value has a moderating effect on guest satisfaction and willingness to pay premium prices for green hotels, was not supported.
The mediation analysis results in Table 3 indicate that guest satisfaction mediated the relationship between attitude towards green hotels (β = 0.080, p = 0.003) and green practice performance (β = 0.0788, p = 0.003) with willingness to pay premium prices for green hotels. The 5 and 95% CI values did not straddle zero, supporting HM2 and HM4. However, the results demonstrated that guest satisfaction did not have positive mediating relationships between green emotional attachment (β = 0.011, p = 0.246), green image (β = 0.029, p = 0.085), and WOM (β = 0.020, p = 0.139) with willingness to pay premium prices for green hotels. Thus, hypotheses HM1, HM3, and HM5 were not supported.
The coefficient of determination
The coefficient of determination (R2) is a measure of the model’s predictive accuracy, reflecting the collective impact of the exogenous variables on the endogenous variable. The values of R2 were 0.25, 0.50, and 0.75, indicating that the prediction accuracy had reached weak, moderate, and substantial levels of predictive accuracy, respectively (Hair et al. 2021). In Table 3, the R2 value of guest satisfaction is 0.547 and the R2 value of willingness to pay premium prices for green hotels is 0.686, indicating a moderate level of predictive accuracy.
The effect size (f2)
The f2 value quantifies the effect size of each exogenous variable on an endogenous variable, signifying the strength of their relationships. The values of 0.02, 0.15, and 0.35 are conventionally interpreted as representing small, medium, and large effect sizes, respectively (Hair et al. 2014). The results in Table 3 show that the value of the effect size between green emotional attachment to guest satisfaction, green image to guest satisfaction, and WOM to guest satisfaction are less than 0.02, which is recognized as having no effect. Both the effect value of attitude towards green hotels on guest satisfaction (f2 = 0.072) and green practice performance on guest satisfaction (f2 = 0.071) indicate a small effect size, and there is a medium effect size between guest satisfaction and willingness to pay premium prices for green hotels (f2 = 0.260).
Multi-group analysis (MGA)
This study examined measurement invariance before employing PLS-MGA. Using the measurement invariance of composite models (MICOM) approach, the degree of homogeneity between groups was determined (Supplementary Material 1, Table S4). The permutation p-values for all constructs (with the exception of the income group’s attitude towards green hotels) exceeded the threshold of 0.05, confirming measurement invariance among the groups. Therefore, a PLS-MGA analysis was conducted, and the results are presented in Table 4.
Table 4. Multi-group analysis.
Associations | Gender (Male: 396, Female: 177) | Education (High school diploma or below 191, Bachelor’s degree and above 382) | ||
|---|---|---|---|---|
Beta (d) | p-values (Two-tailed) | Beta (difference) | p-values (Two-Tailed) | |
GEA → GSF | −0.069 | 0.273 | −0.003 | 0.497 |
AGH → GSF | −0.287 | 0.028 | −0.048 | 0.433 |
GRI → GSF | −0.093 | 0.260 | 0.026 | 0.440 |
GPP → GSF | 0.176 | 0.095 | −0.213 | 0.087 |
WOM → GSF | 0.169 | 0.090 | 0.232 | 0.064 |
GSF → WPH | −0.215 | 0.050 | 0.027 | 0.426 |
FTVGSF → WPH | −0.069 | 0.221 | 0.089 | 0.137 |
GELGSF → WPH | 0.017 | 0.407 | −0.096 | 0.144 |
Associations | Age (40 years or less: 461, more than 40 year: 112) | Income (CNY5000 or less: 220, more than 5000 CNY: 353) | ||
|---|---|---|---|---|
Beta (Difference) | p-values (Two-tailed) | Beta (Difference) | p-values (Two-Tailed) | |
GEA → GSF | 0.065 | 0.305 | 0.160 | 0.072 |
AGH → GSF | 0.470 | 0.017 | −0.300 | 0.012 |
GRI → GSF | −0.182 | 0.214 | −0.022 | 0.422 |
GPP → GSF | −0.370 | 0.045 | −0.099 | 0.228 |
WOM → GSF | 0.026 | 0.409 | 0.327 | 0.028 |
GSF → WPH | 0.173 | 0.110 | 0.016 | 0.447 |
FTVGSF → WPH | −0.016 | 0.426 | −0.006 | 0.481 |
GELGSF → WPH | 0.012 | 0.462 | 0.168 | 0.021 |
GEA green emotional attachment, AGH attitude towards green hotels, GRI green image, GPP green practice performance, WOM Word of Mouth, GSF guest satisfaction, GEL green experiential loyalty, FTV functional value, WPH willingness to pay premium prices for green hotels.
Regarding the sex, the effect of attitude towards green hotels on guest satisfaction and guest satisfaction on willingness to pay premium prices for green hotels were significantly higher among females than among males. For the age group, the impact of attitude towards green hotels on guest satisfaction was greater among individuals under the age of 40, while the effect of green practice performance on guest satisfaction is lower among those under 40 years old than those over 40 years old. In the income group, the effect of attitudes towards green hotels on guest satisfaction was smaller among those with incomes below CNY 5000 than among those with incomes over CNY 5000, while the effect of WOM on guest satisfaction was greater among those with incomes below CNY 5000 than among those with incomes over CNY 5000. Moreover, the moderating effect of green experiential loyalty was greater among those with incomes below CNY 5000. Furthermore, no statistically significant association was observed in the education group.
Discussions
This study examines the factors that influence customer satisfaction and willingness to pay premiums for green hotels. By extending the service quality-satisfaction-behavioral intention paradigm, six hypotheses of direct effects, two moderating effects, and five mediating effects were tested.
The results of this study show that attitudes towards green hotels (H2), as previously investigated by Han et al. (2011) and Nimri et al. (2020), and green practice performance (H4), as explored by Merli et al. (2019), have a positive impact on guest satisfaction, consistent with previous research findings. When guests support staying in a green hotel, they are more likely to pay attention to the environmental impact of their stay and believe that it is a socially responsible behavior. Hotels’ green environmental protection measures allow guests to understand the efforts made towards the environment more intuitively, thereby recognizing green hotels and making positive comments.
Surprisingly, the results show that green emotional attachment (H1), green image (H3), and word-of-mouth (H5) have no significant impact on guest satisfaction, which is different from the results of previous studies. This may be because most tourists like to visit different destinations and, therefore, may not have the opportunity to revisit the same green hotel multiple times, which may inhibit the formation of strong emotional connections. As a result, not all guests will have an emotional attachment to green hotels, which will not affect their satisfaction. In addition, China’s green hotel market is still in the development stage, and consumers may not have sufficient awareness of the green image of green hotels. At the same time, consumers in developing countries are more price-sensitive, which may cause them to be more cautious when paying premiums. As a result, its green image has little impact on satisfaction. In addition, the prevalence of false information on online platforms has led to a crisis of trust among guests (Ahmad and Sun, 2018). If guests find facts that contradict reviews, unreliable information will undermine a green hotel’s credibility. Therefore, when paying a premium, guests may ignore its reputation and pay more attention to the functional value and practicality of green hotels.
However, the results of this study demonstrate that the higher the guest satisfaction, the higher the willingness to pay a premium for green hotels, which is consistent with previous research results (Homburg et al. 2005; Kang et al. 2012). When customers or guests perceive that a green hotel’s services meet their needs, they are likely to pay extra for the experience.
Moreover, this study investigated the moderating impact of green experiential loyalty and functional value on the relationship between guest satisfaction and the willingness to pay premium prices for green hotels. The findings indicate that green experiential loyalty has a positive moderating effect, suggesting that loyal guests to the green experience are more tolerant and willing to attribute dissatisfaction to an isolated incident while maintaining their willingness to pay a premium for stays in green hotels. However, this study reveals that functional value does not have a similar moderating effect. Although guests recognize the functional value of green hotels, they are less likely to pay a premium if their overall stay experience is unsatisfactory. This emphasizes the significant influence of green experiential loyalty in preserving guests’ willingness to pay more for green hotel stays, even in cases of dissatisfaction, in contrast to the negative impact of perceived functional value in a similar scenario.
This study further reveals the partial mediating role of guest satisfaction in the relationship between attitude towards green hotels, green practice performance, and guests’ willingness to pay premium prices for stays in green hotels. This finding is consistent with those of prior research (Han and Kim, 2010; Merli et al. 2019). This emphasizes the pivotal role of guest satisfaction as a determining factor in guests’ willingness to pay extra for their stay in green hotels. Therefore, the higher the level of satisfaction with a green hotel, the more inclined customers are to pay a premium (Kang et al. 2012).
This study shows that attitudes towards green hotels have varying impacts on guest satisfaction, owing to differences in sex, age, and income. Specifically, females exhibit greater sensitivity to satisfaction, which is consistent with the findings of Wang and Kim (2019). Females, in line with Wang and Kim (2019), are more emotionally inclined towards their consumer behavior, leading to a greater willingness to pay a premium based on their positive emotional reactions. Additionally, older individuals tend to care more about green practices in hotels, potentially because of differing expectations based on their age. Younger individuals are more actively responsive to environmental initiatives (Wang et al. 2018), whereas older individuals place greater emphasis on actual service experiences. Moreover, lower-income groups were more likely to be affected by WOM. This may be because low-income individuals are more price-sensitive and want to avoid risks by checking other people’s experiences.
Theoretical implications
From a theoretical perspective, this study supports the application of the service quality-satisfaction-behavioral intention paradigm in the green hotel industry, confirming the applicability of this theory in the hotel industry. Furthermore, the results of this study demonstrate that green emotional attachment, green image, and word-of-mouth have no significant impact on guest satisfaction. This finding challenges past research, revealing that green emotional attachment and the universality of green images vary across cultures and market contexts. Moreover, it emphasizes the importance of information authenticity in word-of-mouth communication. China, a collectivist and developing country, served as the context for this study, which enriched the dimensions of green consumption behavior theory. In addition, this study shows that functional value and green experiential loyalty demonstrate different moderating effects compared to previous research results. This finding provides cross-cultural evidence for functional value and green experience loyalty. Finally, through MGA, this study verified the different effects of gender, age, and income differences on the relationship between guest satisfaction and willingness to pay high prices for green hotels, further enriching the understanding of these differences in the context of green hotels.
Practical implications
The findings of this study offer valuable insights for green hotel industry practitioners. Understanding the factors influencing the willingness to pay premium prices can significantly contribute to the sustainable growth of green hotels. The high investments required by green hotels can be challenging for many small and medium-sized enterprises. This study establishes the favorable impact of satisfaction on premium payments, which in turn, enhances investor confidence. Therefore, hotel managers should pay attention to the hotel’s investment in green facilities, such as intelligent temperature control systems, sewage treatment systems, waste management plans, and so on. These green investments can attract environmentally conscious customers, improve customer satisfaction, and promote the hotel industry’s sustainable development.
Additionally, the results of this study highlight that the attitude towards green hotels and green practices can positively influence guests’ satisfaction, thereby enhancing their willingness to pay premiums for green hotels. As a result, green hotels should concentrate on increasing the visibility of their environmental initiatives and improving guests’ positive perceptions of their environmental value. For example, hotels can offer unique green experience programs or hold green lectures. Publicizing their environmental protection measures and achievements through websites and social media can enhance the hotel’s green image.
Moreover, green loyalty is crucial for enhancing guest satisfaction, leading to a willingness to pay more. Practitioners can gather feedback on improvements through questionnaires and enhance customer loyalty by establishing green hotel alliances and offering membership benefits. For instance, they can offer exclusive incentives, like points redeemable for stays or discounts, to frequent guests. The results, originating from China, hold significant implications for practitioners in other emerging economies and contribute to the global advancement of green hotels.
Limitations and future research
This study has certain limitations that warrant attention from future researchers. First, it had a cross-sectional design, which limits the ability to determine causality or elucidate developmental trends over time. To overcome this limitation, longitudinal studies or mixed-method research designs are recommended. Additionally, this study focused only on two psychological factors related to green hotels. Future studies should explore other psychological factors related to green hotels. Moreover, this study did not differentiate green hotels by rating, which may be important given the potential variations in prices and guest satisfaction across rating categories. Future studies should investigate the attitudes and behavioral intentions toward green hotels within specific price segments. Another notable limitation of this study is the sample size of 537 respondents, which, while justified for the scope of this research, may not fully capture the diversity of China’s large population. Additionally, the use of a non-probability sampling technique, specifically purposive sampling, reduces the robustness of the findings compared to probability sampling techniques. Future research should aim to address these limitations by including a larger and more representative sample size and utilizing probability sampling methods.
Conclusion
This study examines the factors affecting guests’ willingness to pay premiums for green hotels. This study expands the service quality-satisfaction-behavioral intention paradigm and explores the influences of green emotional attachment, attitude towards green hotels, green image, green practice performance, WOM, guest satisfaction, functional value, and green experiential loyalty on green hotel premium payments. The study used PLS-SEM to analyze the data collected from 573 participants in China. The findings revealed that attitudes towards green hotels and green practices have a positive effect on guest satisfaction. Furthermore, the study confirmed a positive correlation between guest satisfaction and willingness to pay a premium price for green hotels. This study also identified sex, age, and income as moderating factors. These findings offer valuable insights into green hotel consumption research and assist practitioners in enhancing guests’ willingness to pay premiums and fostering sustainable industry development. The active implementation of strategies to boost guest satisfaction and willingness to pay premiums can further environmental conservation and support zero-carbon goals in the hospitality sector.
Author contributions
Jin Yang, Mohammad Nurul Hassan Reza, and Muhammad Mehedi Masud: Conceptualization, Investigation, Methodology, Writing—Original Draft Preparation. Mara Ridhuan Che Abdul Rahman and Abdullah Al Mamun: Conceptualization, Methodology, Formal Analysis, Writing—Review & Editing.
Data availability
The original contributions presented in the study are included in the article/Supplementary Material (Supplementary Material 2. Dataset), further inquiries can be directed to the corresponding author/s.
Competing interests
The authors declare no competing interests.
Ethics approval
The Human Research Ethics Committee of Hebei University, China approved this study (Ref. No. 2023006) on September 26, 2023, under the condition that it be conducted with integrity, respect for life, and adherence to human rights. This study has been performed in accordance with the Declaration of Helsinki.
Informed consent
Written informed consent was obtained from all participants during the survey period, which spanned from October 9, 2023, to November 17, 2023, using an online survey form. The participation was wholly voluntary, without any risks, and did not involve any form of compensation. Participants provide their consent to publish, present and/or share the anonymous data.
Supplementary information
The online version contains supplementary material available at https://doi.org/10.1057/s41599-024-04024-y.
Publisher’s note Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
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Abstract
Green transformation in the hotel industry represents an undeniable trend yet poses financial challenges, particularly in emerging economies. Expanding on the service quality-satisfaction-behavioral intention paradigm, this study investigates the influences of green emotional attachment, attitude towards green hotels, green image, green practice performance, word-of-mouth, guest satisfaction, functional value, and green experiential loyalty on green hotel premium payment. We collected 573 data points from China using purposive sampling. Partial least squares structural equation modeling was used to analyze the data. The findings revealed the positive effect of attitudes towards green hotels and green practices on guest satisfaction. The findings confirmed a positive correlation between guest satisfaction and willingness to pay a premium price for green hotels. This study also confirms the moderating effect of green experiential loyalty. Moreover, it recognizes gender, age, and income as partial moderating factors. These findings offer valuable insights into green hotel consumption research and assist practitioners in enhancing guest willingness to pay premiums and fostering sustainable industry development. The active implementation of strategies to boost guest satisfaction and willingness to pay premiums can further environmental conservation and support zero-carbon goals in the hospitality sector.
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; Masud, Muhammad Mehedi 3 ; Rahman, Mara Ridhuan Che Abdul 1 1 Universiti Kebangsaan Malaysia, UKM—Graduate School of Business, Selangor Darul Ehsan, Malaysia (GRID:grid.412113.4) (ISNI:0000 0004 1937 1557)
2 UCSI University, Faculty of Business and Management, Kuala Lumpur, Malaysia (GRID:grid.444472.5) (ISNI:0000 0004 1756 3061)
3 University of Malaya, Faculty of Business and Economics, Kuala Lumpur, Malaysia (GRID:grid.10347.31) (ISNI:0000 0001 2308 5949)