The Nexus between Environmentally Sustainable Practices, Green Satisfaction, and Customer Citizenship Behavior in Eco-Friendly Hotels: Social Exchange Theory Perspective

Abstract

Recently, with increasing customer awareness about environmental issues, guests staying in hotels and potential consumers are more and more concerned about environmentally sustainable practices and their associated consequences. From the hotel industry perspective, empirical studies conducted on the association between customer citizenship behavior (CCB) and environmentally sustainable practices (ESPs) with the existence of green satisfaction (GS) are scarce. Consequently, the primary aim of the current study is to investigate the impact of ESPs on GS and CCB in a sample of five-star eco-friendly hotels in Egypt, as well as exploring the potential mediative role of GS in the relationship between CCB and ESPs. Additionally, we attempt to empirically determine to what extent GS directly impacts CCB. The study suggests a conceptual model for testing four hypothesized relationships between ESPs, GS, and CCB. Structural equation modeling (SEM) with bootstrapping was employed for testing our hypotheses. The findings of the study confirmed the significant positive impacts of ESPs on GS and CCB. Further, GS significantly and positively affects CCB. Moreover, GS partially mediates the relationship between CCB and ESPs. Given the study findings, some practical implications for improving GS and boosting CCBs in the green/eco-friendly hotel industry context are suggested.

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

“…The GPQ scale showed excellent internal consistency reliability (α = 0.959). Further, the green satisfaction scale utilized by Abdou et al [ 76 ] was employed to ascertain the participants’ green satisfaction with hotel products and services. The scale is composed of four items.…”

“…As mentioned by Abdou et al [ 44 ], five-star eco-friendly hotels are more committed to implementing environmentally sustainable practices than any other category in Egyptian destinations. Hotels in the South Sinai Governorate, where most of the green star hotels and resorts are located [ 76 ], were invited to participate in the field study. Another reason is that approximately 90% of Egyptian tourism investment is concentrated in the coastal resorts/hotels of South Sinai, making it one of the fastest-growing tourist destinations in the world [ 77 ].…”

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

“…Yet, there are key perspectives that are often overlooked. As Glaveli (2020) and Abdou et al (2022) demonstrate, consumers are willing to reward organizations for their CSR activities by evaluating them positively and willingly rewarding them through social exchange. The studies show that ethical organizations' discretionary behavior, driven by CSR initiatives, creates a social bond with consumers.…”

Impact of environmentally sustainable innovation practices on consumer resistance: the moderating role of value co-creation in eco-hotel enterprises

“…Prior studies' validated scales were adapted for use in eco-hotel enterprises and in the sustainability context (see Table 2). ESIPs were measured by 10 items scale adapted from Abdou et al (2022) and Wang et al (2021). VCC is a multidimensional second-order reflective-reflective construct with five dimensions borrowed from Busser and Shulga (2018).…”

“…Scale refinement resultsEnvironmentally sustainable innovation practices (ESIP) [adapted fromAbdou et al (2022) and Wang et al (2021) (Cron. a ¼ 0.946; CR ¼ 0.954; AVE ¼ 0.673)]…”