Building on a novel perspective of expected eudaimonic well‐being, this study investigates how green brand knowledge affects green brand purchase intention. In addition, the influences of two mediating variables (expected self‐acceptance and expected social contribution) and a moderating variable (environmental consciousness) on this process are examined. The proposed model is tested by using structural equation modelling with a sample of 529 Chinese respondents. The results indicate that green brand knowledge directly affects green brand purchase intention and indirectly influences green brand purchase intention via expected self‐acceptance and social contribution. Moreover, environmental consciousness significantly moderates the relationship between green brand knowledge and expected social contribution. These findings offer practical insights for managers in developing effective marketing strategies to enhance consumers' green brand purchase intention.

Hotels have increasingly engaged in environmentally responsible initiatives to demonstrate their commitment to environmental concerns and sustainable hospitality and tourism. These initiatives are expected to become even more popular in the context that the COVID‐19 crisis has driven people to further acknowledge the importance of the ecosystem. This study aims to examine how hotels' environmental corporate social responsibility (CSR) affects customers' green word‐of‐mouth (WOM). Structural equation modeling was employed to analyze data from an online survey of 749 Chinese respondents. The findings reveal that hotels' environmental CSR indirectly enhances customers' green WOM intention via green perceived value (i.e., cognitive route) and green hotel pride (i.e., emotional route). Furthermore, the indirect effects of hotels' environmental CSR on customers' green WOM are more substantial for hotels with higher star ratings. These findings offer valuable insights for hoteliers to develop genuine environmentally responsible initiatives that can generate positive customer responses.

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