Abstract
Green hospitality presents a unique servicescape that evokes socially/environmentally desirable behaviors. Multiple instances of greenwashing mandate that consumer trust in green services be built through meaningful experiences for positive consumer–hotel relationship. With limited research on trust-enthusing green experiences, this works uses a mixed-method approach and Holbrook’s experiential value framework as theoretical underpinning to measure green experiential value (GEV) composed of self-oriented (utilitarian/hedonic) and other-oriented (social/altruistic) values. Only self-oriented values are found as key enablers of trust and in turn, higher green brand equity and re-patronage intentions. A positive moderation effect of pro-environmental customer attitudes signifies the importance of creating positive green experiences for such customers to enhance trust.
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