Sustainable consumer-brand relationship: The role of sustainable marketing in shaping room booking intentions in green hospitality services

作者：Lei Fang, Umer Zaman · 发表于：Acta Psychologica · 年份：2025 · DOI：10.1016/j.actpsy.2025.105197 · 被引用次数：5 · 研究领域：Environmental Sustainability in Business、Environmental Education and Sustainability、Consumer Behavior in Brand Consumption and Identification

This research aims to investigate the effects of sustainable marketing practices on hospitality consumers in China's green hospitality context. Based on 389 respondents, we examine how these practices affect room booking intentions through the customer communal relationships and ascribed responsibility and through the lens of environmental tolerance. The analysis reveals that sustainable marketing positively impacts booking intentions through these mediators, and environmental tolerance further amplifies these effects. Using norm activation theory, we present a strong theoretical background to explain the impact of sustainable marketing on behavior. The study offers critical recommendations for hospitality managers, including intensifying sustainable marketing initiatives, developing communal relationships, promoting customer responsibility, and adapting strategies to environmental sensitivity. The study also fills voids by adopting a non-Western setting and provides practical recommendations for enhancing sustainability in hospitality.