Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services
This research aims to investigate the effects of sustainable marketing practices on hospitality consumers in China's green hospitality context. Based on 389 respondents, we examine how these practices affect room booking intentions through the customer communal relationships and ascribed respon...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-08-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691825005104 |
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| _version_ | 1850061969281777664 |
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| author | Lei Fang Umer Zaman |
| author_facet | Lei Fang Umer Zaman |
| author_sort | Lei Fang |
| collection | DOAJ |
| description | This research aims to investigate the effects of sustainable marketing practices on hospitality consumers in China's green hospitality context. Based on 389 respondents, we examine how these practices affect room booking intentions through the customer communal relationships and ascribed responsibility and through the lens of environmental tolerance. The analysis reveals that sustainable marketing positively impacts booking intentions through these mediators, and environmental tolerance further amplifies these effects. Using norm activation theory, we present a strong theoretical background to explain the impact of sustainable marketing on behavior. The study offers critical recommendations for hospitality managers, including intensifying sustainable marketing initiatives, developing communal relationships, promoting customer responsibility, and adapting strategies to environmental sensitivity. The study also fills voids by adopting a non-Western setting and provides practical recommendations for enhancing sustainability in hospitality. |
| format | Article |
| id | doaj-art-690b16dddf9640ff818fd8e5cab5ddd1 |
| institution | DOAJ |
| issn | 0001-6918 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Acta Psychologica |
| spelling | doaj-art-690b16dddf9640ff818fd8e5cab5ddd12025-08-20T02:50:03ZengElsevierActa Psychologica0001-69182025-08-0125810519710.1016/j.actpsy.2025.105197Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality servicesLei Fang0Umer Zaman1College of Business, Huaihua University, Huaihua 418000, ChinaEndicott College of International Studies, Woosong University, Daejeon 34606, Republic of Korea; Corresponding author.This research aims to investigate the effects of sustainable marketing practices on hospitality consumers in China's green hospitality context. Based on 389 respondents, we examine how these practices affect room booking intentions through the customer communal relationships and ascribed responsibility and through the lens of environmental tolerance. The analysis reveals that sustainable marketing positively impacts booking intentions through these mediators, and environmental tolerance further amplifies these effects. Using norm activation theory, we present a strong theoretical background to explain the impact of sustainable marketing on behavior. The study offers critical recommendations for hospitality managers, including intensifying sustainable marketing initiatives, developing communal relationships, promoting customer responsibility, and adapting strategies to environmental sensitivity. The study also fills voids by adopting a non-Western setting and provides practical recommendations for enhancing sustainability in hospitality.http://www.sciencedirect.com/science/article/pii/S0001691825005104Sustainable marketing practicesGreen hospitality servicesCustomer room booking intentionsCustomer communal relationshipCustomer ascribed responsibilityEnvironmental tolerance |
| spellingShingle | Lei Fang Umer Zaman Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services Acta Psychologica Sustainable marketing practices Green hospitality services Customer room booking intentions Customer communal relationship Customer ascribed responsibility Environmental tolerance |
| title | Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services |
| title_full | Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services |
| title_fullStr | Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services |
| title_full_unstemmed | Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services |
| title_short | Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services |
| title_sort | sustainable consumer brand relationship the role of sustainable marketing in shaping room booking intentions in green hospitality services |
| topic | Sustainable marketing practices Green hospitality services Customer room booking intentions Customer communal relationship Customer ascribed responsibility Environmental tolerance |
| url | http://www.sciencedirect.com/science/article/pii/S0001691825005104 |
| work_keys_str_mv | AT leifang sustainableconsumerbrandrelationshiptheroleofsustainablemarketinginshapingroombookingintentionsingreenhospitalityservices AT umerzaman sustainableconsumerbrandrelationshiptheroleofsustainablemarketinginshapingroombookingintentionsingreenhospitalityservices |