The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach

Abstract

With the growing awareness of the climate change effects, hotel customers progressively intend to favor green products and services that minimize adverse environmental effects. The key factors affecting customers’ green behavioral intentions in the hospitality industry context are still under research. Accordingly, this study primarily aims at empirically investigating the nexus between green perceived quality (GPQ), green satisfaction (GS), green trust (GT), and customers’ green behavioral intentions (CGBIs) in a sample of five-star eco-friendly hotels in Egypt. More specifically, the study first endeavors to investigate the direct impact of GPQ on GS, GT, and CGBIs besides exploring the direct impact of GS and GT on CGBIs in addition to examining the potential effect of GS and GT as mediators in the nexus between GPQ and CGBIs. To achieve the study’s aim and associated objectives, a self-administrated questionnaire was developed and distributed to a convenience sample of local guests staying at certified five-green star hotels. A total of 500 questionnaires were distributed, and only 304 valid forms, representing 60.8%, were used in the statistical analysis. Seven hypotheses, reflecting the direct and indirect relationships between study constructs, were examined by using Structural Equation Modeling (SEM) with bootstrapping technique. The study findings revealed that GS, GT as well as CGBIs are significantly positively affected by GPQ, respectively. Furthermore, GT and GS have a significant positive effect on CGBIs. Moreover, GT as well as GS partially mediate the nexus between GPQ and CGBIs. From the previous findings, it could be concluded that the increase in investment in enhancing GPQ significantly contributes to the improvement in GS, GT, and CGBIs. Additionally, the higher the GT, GPQ, and GS, the greater the revisit intention to green hotels, positive green word-of-mouth (GWoM), and intention to pay a premium for staying in environmentally friendly hotels. As a result, for enhancing CGBIs and sustaining a customer-hotel long-term relationship, hotel operators should make efforts towards maintaining GT, improving GPQ, and increasing customers’ GS as key predictors of CGBIs in the hotel industry context.

Travel intentions of travelers in the COVID-19 context: The moderation of fear of COVID-19

“…The verification of the mediating effect of perceived value and customer satisfaction is important in this study. In this study, the direct effect between perceived quality and travel intention is not verified; although, previous studies find a direct effect (Hou et al, 2021;Wasaya et al, 2021;Hashish et al, 2022). Research on the mediating effect of perceived value and customer satisfaction on the relationship between perceived quality and travel intention during the COVID-19 pandemic is insufficient.…”

Can external and internal corporate social responsibility contribute to green customer behaviour? The mediating role of green trust in hotels

“…In the hotel context, the study of Su and Swanson (2019) suggested that organisational GT and identification partially mediated the relationship between CSR and both employee well‐being and green behaviour. Likewise, Hashish et al (2022) acknowledged the partial mediation effect of GT and customer satisfaction on the nexus between green perceived quality of Egyptian hotels and GCB. Despite these results, the mediating role of GT on external and internal CSR and GCB is still sparse, particularly in the hospitality setting, thus reflecting a gap in knowledge that this study aims to bridge.…”

What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand

“…Tourist implementation intentions for an eco-friendly hotel have been addressed broadly, particularly the tourist willingness to pay and stay in environmentally friendly hotels, spreading positive word-of-mouth to their friends and family [14]. In terms of the concept of perceived value and satisfaction theory, several empirical and theoretical studies have examined and investigated tourists' behavioral intentions toward eco-friendly hotels [3,10,[17][18][19][20]. Additionally, eco-friendly hotels have been studied to recognize the influence on tourist behavior and intention to visit the eco-friendly hotel.…”

“…Several studies examined and investigated perceived value and tourist satisfaction in varied contexts [3,5,7,9,11,17,18]. In addition, previous studies have shown that perceived value and satisfaction affect behavioral intentions in the new knowledge of different contexts.…”

“…In addition, previous studies have shown that perceived value and satisfaction affect behavioral intentions in the new knowledge of different contexts. Besides, to fulfill the research gap, the conceptual model reveals the need to validate models to ensure empirically in a developing country context although several previous studies illustrated tourists' behavioral intentions toward eco-friendly hotels [3,10,[17][18][19][20]. The relationship between the construct and the industry context in the eco-friendly hotel industry needs to be improved, especially in developing countries.…”