Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands

Jongsik Yu, Nancy Grace Baah, Seongseop (Sam) Kim, Hyoungeun Moon, Bee Lia Chua, Heesup Han

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

Purpose: This study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands. Design/methodology/approach: In this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors. Findings: The study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role. Practical implications: This study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry. Originality/value: Further than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research.

Original languageEnglish
JournalInternational Journal of Contemporary Hospitality Management
Early online date5 Feb 2024
DOIs
Publication statusPublished - Feb 2024

Keywords

  • Approach behaviors
  • Customer engagement
  • Environmental value
  • Green
  • Green behaviors
  • Green brand authenticity
  • Sustainability
  • Well-being

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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