The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?

Ahmed Hassan Abdou, Hossam Said Shehata, Hassan Marzok Elsayed Mahmoud, Azzam Ibrahem Albakhit and Muhanna Yousef Almakhayitah
Additional contact information
Ahmed Hassan Abdou: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Hossam Said Shehata: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Hassan Marzok Elsayed Mahmoud: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Azzam Ibrahem Albakhit: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Muhanna Yousef Almakhayitah: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia

Sustainability, 2022, vol. 14, issue 12, 1-19

Abstract: In the green marketing literature, environmentally sustainable practices (ESPs), green perceived value (GPV), as well as customer citizenship behavior (CCB) have not received significant attention, particularly in the hotel industry context. The current study aims to examine the effect of ESPs on CCB in a sample of five-star eco-friendly hotels in Egypt. Furthermore, it attempts to identify the potential mediating role of GPV in the relationship between ESPs and CCB and to examine the extent to which GPV directly affects CCB. To achieve the study aim, a self-administrated questionnaire was developed and directed to a convenience sample of five-star eco-friendly hotel guests. A structural equation model (SEM) was applied to 374 forms from guests of the surveyed hotels. The findings of the study reveal that ESPs significantly and positively affect GPV and CCB. The GPV has a positive and significant effect on CCB. The GPV partially mediates the relationship between ESPs and CCB. These findings emphasized that environmentally sustainable hotel properties are rewarded by customers in the form of CCBs (i.e., feedback, helping others, advocacy, and tolerance) directly and indirectly (through GPV). Upon this, some practical implications have been suggested to improve managers’ understanding in order to enable them to better manage their ESPs and to achieve positive and optimum outcomes.

Keywords: environmental sustainability; green perceived value; environmentally sustainable practices; customer citizenship behavior; eco-friendly hotel; green hotel (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/12/7167/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/12/7167/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:12:p:7167-:d:836504

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().