Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive

Yixing Gao, Anna S. Mattila

Research output: Journal article publicationJournal articleAcademic researchpeer-review

145 Citations (Scopus)


Research on consumer satisfaction with green hotels has yielded mixed results; some studies have shown a positive relationship with CSR initiatives and others have shown a negative relationship. To reconcile these two opposing views, we examine the mediating effects of perceived warmth and competence as potential psychological mechanisms explaining consumers' reactions to green hotels. We also investigate the moderating role of firm motives in influencing consumers' reactions to green initiatives. Results from Study 1 indicate that when service delivery is successful, consumer satisfaction is higher for green (vs. non-green) hotels. However, the advantage for green hotels disappears when guests experience service failures. Results from Study 2 show that consumer satisfaction with green hotels is enhanced when a firm engages in green initiatives for public-serving (vs. self-serving) motives. Overall, the results show that perceived warmth and competence mediate the relationship between service outcomes and consumer satisfaction and behavioral intentions.
Original languageEnglish
Pages (from-to)20-31
Number of pages12
JournalInternational Journal of Hospitality Management
Publication statusPublished - 1 Jan 2014
Externally publishedYes


  • Consumer satisfaction
  • CSR
  • Green hotel
  • Perceived motive
  • Perceived warmth and competence

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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