Exploring the effects of green service innovation on psychological and behavioral customer outcomes in the luxury hotel segment

Abstract

Although green service innovation has become an essential part of green business, evidence about the mechanism through which it affects consumer behavior in luxury hotels remains limited in the current literature. This research extends the stimuli-organism-response model to examine how green service innovation leads to consumers’ psychological and behavioral outcomes in the luxury hotel segment. Two different data sets (n1 = 463 and n2 = 359) were collected at different luxury hotels in China to test and validate the research model. Analysis of structural equation modeling reveals that green service innovation positively affects consumer promotion focus and brand identification, which subsequently motivate consumer citizenship behavior and loyalty intention. Additionally, green consumption value strengthens the effects of green service innovation on consumer promotion focus and brand identification. The findings of this research significantly contribute to the literature on green service innovation in the luxury hotel segment. This study also has practical implications for hotels’ managers who are interested in innovating green services to generate positive consumer outcomes.