Impact of Green Attributes of Hotels on Re-Visit Intention: Moderating Impact of Customer Environmental Consciousness

Abstract

Increasing awareness on environmental issues among customers’ demands businesses to become more environmentally friendly. Due to dependency on natural environment in service co-creation hotel sector is also influenced by this trend. Therefore, this study investigates the impact of green attributes of hotels on re-visit intention of customers and the role played by customers’ environmental consciousness on this relationship. A sample of 271 customers drawn using convenient sampling technique was used in data analysis based on Structural Equation Modelling. It was revealed that green attributes of hotels have a direct positive impact on re-visit intention of customers where this relationship is moderated by customers’ environmental consciousness. Accordingly, findings provide valuable input to hotels in designing their service package to retain and attract more customers.