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. 本研究通过生物圈和利己主义价值观、环保态度和绿色顾客意愿的三重中介效应,研究了酒店生态标签可信度(HELC)对顾客绿色口碑行为的影响. 数据收集自香港304家eco-label酒店的客户. PROCESS宏插件软件模型(6)用于评估假设的直接、间接和三重中介效应. 结果表明,HELC与绿色口碑行为没有显著联系. 然而,生物圈和利己主义价值观、亲环境态度和绿色赞助意图在HELC的影响和绿色口碑行为之间的三重中介作用得到了证实. 本研究通过应用稳健的理论背景和研究环境问题中的连续效应链,为酒店领域的现有文献做出了贡献.