The influence of peer-to-peer accommodation platforms' green marketing on consumers' pro-environmental behavioural intention

PurposeThis study aims to examine the impact of peer-to-peer (P2P) accommodation platforms' green marketing on consumers' pro-environmental behavioural intention through the mediation of consumer trust and engagement, following the social influence theory and the stimulus-organism-response model.Design/methodology/approachA questionnaire survey was designed to collect data from American P2P accommodation consumers. Data collection was conducted through an outsourced survey company. Partial least squares structural equation modelling was used to analyse the data.FindingsThe study reveals that P2P accommodation platforms' green marketing orientation was positively associated with consumer trust in the platform and consumer engagement with the platform. Both consumer trust and consumer engagement positively enhanced consumers' pro-environmental behavioural intention in the P2P accommodation consumption, serving as effective mediators between consumers' perceptions of green marketing orientation and pro-environmental behavioural intention.Practical implicationsThe study offers practical insights for P2P accommodation platforms and operators in engaging in green marketing and fostering consumers' pro-environmental consumption behaviours in P2P accommodations.Originality/valueThe study addresses the grand question of whether business operators' responsible production behaviour can possibly lead to consumers' responsible consumption behaviour in the P2P accommodation sector. It contributes to the literature on P2P accommodation by providing evidence to show green marketing practices of P2P accommodation platforms can lead to consumers' pro-environmental behavioural intention. It provides both theoretical value for knowledge advancement and practical value to guide more sustainable industry practices.