Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values

被引:24
作者
Dang-Van, Thac [1 ]
Vo-Thanh, Tan [2 ]
Wang, Jianming [3 ]
Nguyen, Ninh [4 ,5 ]
机构
[1] Univ Econ Ho Chi Minh City, Sch Int Business Mkt, Ho Chi Minh City, Vietnam
[2] Excelia Business Sch, Dept Mkt, CEREGE UR 13564, F-13564 La Rochelle, France
[3] Zhejiang Univ Finance & Econ, Sch Business Adm, Hangzhou, Peoples R China
[4] Charles Darwin Univ, Fac Arts & Soc, Darwin, NT, Australia
[5] Thuongmai Univ, Ctr Sci & Technol Res & Dev, Hanoi, Vietnam
关键词
brand identification; green business strategy; green practices; green service innovation; luxury hotels; perceived values; sustainable development; AVOIDANCE MOTIVATION; UTILITARIAN; INDUSTRY; HOSPITALITY; DETERMINANTS; PERFORMANCE; INTENTION; LOYALTY; QUALITY;
D O I
10.1002/bse.3381
中图分类号
F [经济];
学科分类号
02 ;
摘要
As a value-added business strategy, many companies have planned and implemented green practices to promote their brands and contribute to sustainable development. This study aims to investigate how green practices build consumer brand identification for luxury hotel companies. Multivariate techniques and structural equation modeling were used to analyze a sample of 601 luxury hotel guests in China. The findings indicate that green hotel practices are positively related to consumer brand identification, and this relationship is positively mediated by perceived green service innovation, perceived utilitarian value, and perceived hedonic value. Furthermore, perceived utilitarian value and perceived hedonic value positively mediate the perceived green service innovation-consumer brand identification link. A robustness test with another sample data of 396 hotel guests was conducted, and this test confirmed the findings. This study provides several important implications for researchers and managers of the luxury hotel sector who aim to build customer brand identification from a green strategy perspective.
引用
收藏
页码:4568 / 4583
页数:16
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