How Green Marketing Influences Customers’ Green Behavioral Intentions in the Context of Hot-Spring Hotels

Abstract

This study explores the mediating effects of green innovation, green image, and green perceived value on the relationship between green marketing and green behavioral intention to understand the impact of green marketing on customers’ green behavioral intentions in the context of hot-spring hotels. Additionally, the moderating effect of destination trust on the relationships among green innovation, green image, green perceived value, and the green behavioral intention was also explored. A total of 300 valid responses were collected from hot-spring hotel customers in Jiaoxi, Taiwan. Structural equation modeling was used to analyze the data. The results revealed the following: (1) green image and green perceived value mediates the relationship between green marketing and behavioral intention, among which green perceived value showed a stronger mediating effect; (2) green innovation does not mediate the relationship between green marketing and behavioral intention, implying that the degree of green innovation services provided by hot-spring hotels does not provide customers with a memorable experience; (3) the effects of green innovation, green image, and green perceived value on green behavioral intention were moderated by destination trust, indicating that hot-spring hotel operators need to pay attention to customers’ perception of destination trust. On the whole, customers’ trust in tourist areas and their recognition of the green marketing activities of hot-spring hotels seem to have green consumption value, which positively impacts customers’ green behavioral intentions, thereby bringing economic benefits to hot-spring hotels.

Model of Sustainability of Smes in V4 Countries

“…Zhang (2008) claims that one of the key drivers for SMEs to embrace environmental policies is the participation of all employees in these initiatives. This statement is also agreed by Cheng et al (2022), who claim that employ-ees are the primary bearers of green practices. Based on their behaviour, customers judge the credibility of the company's environmental orientation.…”

“…Furthermore, in particular, social performance is largely neglected in the professional literature (Buyukozkan & Karabulut, 2018;Yasin et al, 2022), although according to Yasin et al (2022), whether Alonso-Almeida et al (2018), it is considered the cornerstone of every business. On the contrary, environmental responsibility has the most connotations in the professional literature related to its more obvious impact on sustainability (Cheng et al, 2022).…”

“…This is also supported by Abdul-Rashid et al (2017), which claim that products produced sustainably have a positive effect on environmental performance but a negative effect on economic and social performance. Nevertheless, many studies confirm that the environmental responsible activities of companies have a positive impact on business sustainability (Cheng et al, 2022;Ahmed et al, 2021;Moisecu et al, 2020).…”

“…However, in the case of SMEs, entrepreneurs are the bearers of managerial and decision-making functions (Alonso-Almeida et al, 2018;Amoah et al, 2021). They set the business direction and are often the role models for their employees (Zvarikova et al, 2023;Cheng et al, 2022). Based on this knowledge, we consider their approach to sustainability as crucial.…”

Business Strategies’ Positive Influences on Company's Prospects and Development

“…A good brand image will attract more customers. For example, using a green and innovative brand image can make customers have a better image and better understanding of the brand and thus have more favorable impressions [8].…”