Green Hotels: Exploring the Drivers of Customer Approach Behaviors for Green Consumption

This research developed an integrated theoretical framework encompassing green image congruence, care for the environmental consequences, eco-conscious behaviors, sense of moral obligation, and perceived environmental corporate social responsibility (CSR) in order to explain customer approach behaviors for green hotels. Previous researches discussed about environmental behavior and consumer behavior. However, customer environmentally responsible approach decision formation and consumption activities are an insufficiently explored topic. This study implemented quantitative research methodological. The findings of this study showed the correlation of research constructs are significant and such relationships contribute to boosting of customer approach behaviors. Sense of obligation to take green actions as a mediator maximized the effect of other research variables on approach behaviors. In addition, a prominent role of the sense of moral obligation to take green actions in determining approach behaviors was uncovered. Perceived environmental CSR played a vital moderating role within the proposed conceptual framework. The outcomes of this research can help hotel operators and academics better comprehend customer pro-environmental decision-making process and behaviors.