Modeling the re-patronage intention of Malaysian green hotels using expectation-confirmation theory and theory of perceived value

Xue Xu, Mohammad Masukujjaman (), Farid Ahammad Sobhani and Kifayat Nahiyan Rafi
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Xue Xu: School of Geography and Tourism, Shaanxi Normal University
Mohammad Masukujjaman: Faculty of Business Management and Professional Studies, Management and Science University
Farid Ahammad Sobhani: Eastern University
Kifayat Nahiyan Rafi: UKM - Graduate School of Business, Universiti Kebangsaan Malaysia

Humanities and Social Sciences Communications, 2025, vol. 12, issue 1, 1-13

Abstract: Abstract This study develops and tests a novel integrated framework based on Expectation-Confirmation Theory (ECT) and the Theory of Perceived Value (TPV) to examine the re-patronage intention of guests in Malaysian green hotels. While previous research has investigated patronage behavior, few have focused on re-patronage intention in the context of green hotels. This study bridges that gap by incorporating green trust, green value, guest satisfaction, and habit as key constructs. Using a cross-sectional survey of 260 hotel guests and Structural Equation Modeling via AMOS, the study empirically validates twelve hypotheses. Results reveal that green trust (β = 0.267), green value (β = 0.215), and guest satisfaction (β = 0.200) significantly influence re-patronage intention. Notably, green trust fully mediates the relationship between green hotel practices and re-patronage, while habit positively moderates the effects of green value and guest satisfaction. However, the direct influence of green hotel practices on re-patronage intention (H4) was not significant. The study offers a two-stage (pre- and post-usage) evaluative model, providing theoretical and managerial insights to hotel managers and policymakers on enhancing guest loyalty through consistent green practices, value creation, and trust-building mechanisms.

Date: 2025
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DOI: 10.1057/s41599-025-05852-2

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