Impact of green practices on hotel guests’ satisfaction: The role of perceived motives, attributes, and service outcomes

Abstract

Research on guest satisfaction with green practices in hotels has generated mixed results; some studies have shown a positive relationship with green practices and others have shown a negative relationship. To reconcile these two opposing views, the mediating effects of perceived motives, and perceived attributes was examined as potential psychological mechanisms explaining guests' reactions to green practices hotels. Besides, the moderating role of service outcomes in influencing guests' reactions to green initiatives was investigated. Results indicate that when service delivery is successful, guest satisfaction is higher for green practices. However, the advantage for green hotels vanishes when guests experience service failures. Furthermore, results show that guest satisfaction with green hotels is enhanced when a firm engages in green practices for public-serving (vs. selfserving) motives. In addition, the results indicate that green practices are accepted by guests if they are implemented in attributes that guests consider "extras" in the service rather than in the "core" attributes. Overall, the results show that perceived motives and attributes mediate the relationship between green practices and guest satisfaction, and perceived service outcomes moderate the relationship between green practices and guest satisfaction.