ABSTRACT Considerable research affirms the psychological antecedents of green customer citizenship behaviour (GCCB). However, few studies examined whether external environment effects can work. Building on the nudge theory, the research examines the nudging effect of hotel biophilic design on GCCB. The experimental method was carried out to test the hypotheses, including two controlled quasi-experiments (Studies 1&2) and two 2 × 2 quasi-experiments (Studies 3&4). Findings indicate hotel biophilic design nudges GCCB by the independent mediating effect of positive emotions and the chain mediating effect of ‘positive emotions → biospheric values’. Additionally, the moderating effects of empathy with nature and hotel types were confirmed. Customers who have activated empathy with nature will exhibit higher green citizenship behaviour with or without biophilic design. And biophilic design has a more significant effect on GCCB in luxury hotels. The results enrich the physical antecedents of GCCB from an environmental design perspective.
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