Green hotel patronage intention through biospheric values

Abstract

Although interest in green hotels has been growing, and new challenges have focused on achieving consumers’ patronage intention, no studies have considered how biospheric values contribute to the achievement of green hotel patronage intention. This study proposes that biospheric value is a way to achieve this goal. Specifically, it presents a model in which consumers’ identification with green hotels makes it possible to achieve customer citizenship behavior; simultaneously, the model makes biospheric values the starting point to achieve consumer identification. The results show that the biospheric values directly influence identification, customer citizenship behavior, and patronage intention, while perceived value acts as a moderator in the relationship between the identification of a consumer and the customer citizenship behavior dimensions. Finally, the managerial implications, limitations of the study, and future scope for research are presented.