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

Authors

Saeid Nosrati, Edith Cowan UniversityFollow
Levent Altinay
Mahlagha Darvishmotevali

Author Identifier

Saeid Nosrati

https://orcid.org/0000-0002-6186-5927

Document Type

Journal Article

Publication Title

Journal of Hospitality Marketing and Management

Volume

33

Issue

7

First Page

917

Last Page

942

Publisher

Taylor & Francis

School

School of Business and Law

RAS ID

71298

Comments

Nosrati, S., Altinay, L., & Darvishmotevali, M. (2024). Multiple mediating effects in the association between hotels’ eco-label credibility and green WOM behavior. Journal of Hospitality Marketing & Management, 33(7), 917-942. https://doi.org/10.1080/19368623.2024.2356524

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.

DOI

10.1080/19368623.2024.2356524

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.