Green hotel practices and consumer revisit intention: A mediating model of consumer promotion focus,brand identification,and green consumption value

Abstract

This study examines the relationship between green hotel practices and consumer revisit intention, with the mediating mechanisms of brand identification, promotion focus, and green consumption value. A paper-based survey was conducted to collect data from consumers in four-star or above hotels in China. Findings from multivariate data analysis show that green hotel practices positively influence consumer to revisit intention, which is mediated by brand identification and green consumption value. Moreover, consumer promotion focus positively mediates the relationship between green hotel practices and brand identification. The findings validate a unique multi-path mediating model of green hotel practices. They also have important implications for hotel managers interested in developing genuine environmental initiatives to generate positive customer responses.