Journal Article

Multiple mediating effects in the association between hotels' eco-label credibility and green WOM behavior

Abstract

This study investigated the effect of hotels’ eco-label credibility (HELC) on customers’ green word-of-mouth behavior through triple mediating effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention. Data were collected from 304 customers of eco-label hotels in Hong Kong. The PROCESS Macro plug-in software model (6) was employed to assess the hypotheses’ direct, indirect, and triple mediating effects. The results showed that HELC did not have a significant link to green word-of-mouth behavior. However, the triple mediation effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention between the impact of HELC and green word-of-mouth behavior were confirmed. This study contributes to the existing literature in the hospitality field by applying a robust theoretical background and examining consecutive chain-of-effects in environmental issues.

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Authors

Nosrati, Saeid
Altinay, Levent
Darvishmotevali, Mahlagha

Oxford Brookes departments

Oxford School of Hospitality Management

Dates

Year of publication: 2024
Date of RADAR deposit: 2024-05-17

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

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