Green rewards vs. non-green rewards? The impact of hotel marketing incentives on guests' green consumption intentions

This study explores the impact of hotels' green rewards and non-green rewards on guests' green consumption intentions (GCIs) to drive guests to implement green consumption through hotel marketing incentives. In this study, green rewards are understood as incentives related to green products, while non-green rewards are related to non-green products. Three scenario-based experiments were conducted based on social identity theory and attribution theory. The results indicate that hotel marketing incentives can effectively enhance guests' GCIs and that green rewards are more effective than non-green rewards in improving guests' GCIs. Perceived value fit mediates the influence of hotel marketing incentives on guests' GCIs. When guests make motive attributions that hotels benefit others before themselves through marketing incentives, green rewards have a more substantial effect on perceived value fit than non-green rewards. This study expands the theoretical and empirical research on marketing incentives in the field of GCIs in hotels and provides decision-making guidance for hoteliers seeking to motivate guests to engage in green consumption effectively.