Using the stimulus–organism–response model and social cognitive theory, this study aims to examine how environmentally friendly hotels influence customers’ green patronage intention and green word-of-mouth. The study explored the mediating effects of hedonic value and utilitarian value and the moderating role of environmental concern.
Data were collected from 200 customers of environmentally friendly hotels in Iran and analyzed using structural equation modeling (SEM) with Mplus (version 8.3) software.
The results indicate that environmentally friendly hotels positively influence hedonic and utilitarian values, as well as green patronage intention and green word-of-mouth. Additionally, hedonic and utilitarian values partially mediate these associations in a positive way. Environmental concern also moderates the effects of environmentally friendly hotels on hedonic and utilitarian values.
To the best of the authors’ knowledge, this is the first study to investigate the antecedents and influencing factors of green patronage intention and green word-of-mouth in the tourism sector by integrating the stimulus–organism–response model and social cognitive theory.
1. Introduction
The tourism and hospitality industry is currently facing substantial environmental challenges. Numerous studies have documented the sector’s significant adverse effects on the environment, including its contributions to climate change, greenhouse gas emissions and water pollution (Davari et al., 2024; Vatankhah et al., 2023). On the other hand, consumer-oriented research reveals that environmental awareness among hotel guests is growing. In fact, 87% acknowledge the importance of eco-friendly accommodations, 80% identify as environmentally conscious, and 30% express a strong willingness to pay a premium for green hotel options (Han et al., 2018). In light of these findings, it becomes imperative to identify effective strategies, mechanisms and alternatives to mitigate the industry’s environmental impact. Environmentally friendly hotels, therefore, emerge as a critical solution by addressing ecological concerns while simultaneously promoting more sustainable attitudes and behaviors among consumers (Han et al., 2018; Nosrati et al., 2024).
Environmentally friendly hotels are identified by a sustainable label, which signifies a commitment to minimizing waste and carbon footprints while promoting green initiatives such as recycling, energy conservation and offering eco-friendly products to support environmental preservation (Martínez and Del Bosque, 2013; Millar and Baloglu, 2011). Studies have shown that hotels that implement environmentally friendly strategies and practices can build a strong image and reputation, leading to higher levels of customer trust and identification with the hotel’s brand (Abdou et al., 2022; Martínez García de Leaniz et al., 2018; Nosrati et al., 2024). This, in turn, contributes to customer satisfaction, loyalty and a willingness to pay a premium price. For example, Abdou et al. (2022) found that environmentally sustainable practices in hotels increased customer citizenship behavior by enhancing perceived green value.
In the hospitality industry, a growing body of research has shown that green initiatives and strategies implemented by hotels can significantly influence pro-environmental behaviors and intentions, such as green word-of-mouth and green patronage intention (Nosrati et al., 2024; Wang et al., 2024). For instance, studies have highlighted how the credibility of green and eco-labels can shape these outcomes through various mediating factors, including personal values (Nosrati et al., 2024). Accordingly, environmentally friendly hotels, as a form of green initiative, play a crucial role both directly and indirectly by leveraging mechanisms such as hedonic and utilitarian values to encourage sustainable consumer behavior.
A thorough review of the existing literature reveals several research gaps that underpin the motivation for the present study. First, although green and sustainable practices in hotels, such as eco-label credibility and environmental initiatives, are widely acknowledged as important drivers of positive business outcomes, the specific impact of environmentally friendly hotels on green patronage intention and green word-of-mouth has yet to be thoroughly examined within the current body of hospitality research (Mansoor and Paul, 2022; Nosrati et al., 2024; Preziosi et al., 2021). Second, existing literature on sustainability and green initiatives has highlighted critiques rooted in theories such as the theory of planned behavior (de Barcellos et al., 2011; Echegaray and Hansstein, 2017). These critiques suggest that green and sustainable behavioral outcomes cannot be effectively achieved through sustainable and green values alone, a discrepancy often referred to as the “value-action gap.” In essence, according to the theory of planned behavior, values alone may not be sufficient to reliably drive green intentions and behaviors under various circumstances (de Barcellos et al., 2011; Echegaray and Hansstein, 2017; ElHaffar et al., 2020).
Recognizing this issue, ElHaffar et al. (2020) advocated for the application of more robust theoretical frameworks in sustainability and green research to address the persistent gaps and weak linkages identified in the existing literature. In line with this recommendation, the present study adopts the stimulus–organism–response model, which comprises three sequential components, to propose that intervening organismic factors, such as hedonic and utilitarian values, play a crucial role in bridging external stimuli, such as environmentally friendly hotels, with outcome responses, including green patronage intention and green word-of-mouth (Mehrabian and Russell, 1974; Kim et al., 2023).
Accordingly, grounded in the stimulus–organism–response model, the present study seeks to examine the mediating role of hedonic and utilitarian values in the said associations for two key reasons. First, extensive research has demonstrated that hedonic and utilitarian values are key predictors of customers’ green and sustainable behavioral and attitudinal outcomes in sustainability fields (Han et al., 2018; Nosrati et al., 2023). However, a notable gap exists in the hospitality industry literature regarding the exploration of the formation and specific drivers or stimuli of hedonic and utilitarian values (Nosrati et al., 2024). Specifically, the role of environmentally friendly hotels in driving hedonic and utilitarian values, which in turn trigger green patronage intention and green word-of-mouth as highlighted by the stimulus–organism–response model, has yet to be thoroughly investigated. Second, Nosrati et al. (2023) have highlighted conflicting literature regarding the positive or negative impacts of hedonic and utilitarian values, raising the question of whether these values can trigger outcomes in a positive or negative manner. While they demonstrated that these values positively influence certain outcomes, there is no evidence regarding their function (whether positive or negative) when acting as intervening mechanisms triggered by external factors, such as environmentally friendly hotels. This research gap becomes even more significant and unresolved when cultural differences are taken into account (Nosrati et al., 2023). Thus, using the stimulus–organism–response model and addressing the identified research gaps, the study seeks to answer the following question:
Can hedonic and utilitarian values mediate the relationship between environmentally friendly hotels and green patronage intention, as well as green word-of-mouth, within the context of the stimulus–organism–response model?
Third, existing literature on sustainability within the hospitality industry, along with insights from social cognitive theory, emphasizes the necessity of aligning external mechanisms, such as sustainable and green business practices, with customers’ internal attitudes and emotions to effectively foster green and sustainable behavioral outcomes (Bandura, 2001; Nosrati et al., 2023). Social cognitive theory identifies three core elements: the external environment, personal factors and behavior (Nosrati et al., 2023; Rabbani et al., 2024). Simply put, fostering strong green intentions and behaviors among customers requires an integrated approach that combines external influences, such as environmentally friendly hotels, with internal psychological drivers, including environmental concern. For instance, Nosrati et al. (2023) applied this framework to demonstrate that hedonic and utilitarian values, as two internal motivators, must interact with external cultural dimensions like long-term orientation and individualism to promote pro-environmental attitudes and behaviors in the tourism context. Despite these insights, the moderating role of environmental concern on the relationship between environmentally friendly hotels and customers’ hedonic and utilitarian values remains underexplored. Additionally, scholars have called for further investigation into such moderating factors, particularly environmental concern, within the relationship between sustainable hospitality initiatives and customers’ attitudinal and behavioral responses, through the lens of social cognitive theory (Nosrati et al., 2024). Based on the above discussion, the following research question emerges:
Can environmental concern, viewed through the lens of social cognitive theory, moderate the impact of environmentally friendly hotels on hedonic and utilitarian values?
Building on the discussion above, the aim of this study is to:
examine the impact of environmentally friendly hotels on hedonic value, utilitarian value, green patronage intention and green word-of-mouth;
explore the mediating role of hedonic and utilitarian values in these relationships; and
assess the moderating effect of environmental concern on the relationship between environmentally friendly hotels and hedonic and utilitarian values.
To accomplish these objectives, the study begins with a literature review and hypothesis development in Section 2. Sections 3 and 4 will present the methodology and discuss the results of hypothesis testing through various statistical analyses. Finally, Section 5 will provide a discussion on the theoretical and practical implications, limitations and future research directions.
2. Literature review and hypotheses development
2.1 Environmentally friendly hotels and hedonic and utilitarian values
Environmentally friendly hotels refer to “environmentally friendly properties whose managers are eager to institute programs that save water, save energy, and reduce solid waste - while saving money – to help protect our one and only earth” (greenhotels.com). Green hotels attract a large number of tourists, which boosts profits while also increasing the value of social responsibility (Nosrati et al., 2024). In the hotel industry, green hotels adopt sustainable practices like conserving water and energy and reducing waste (Han et al., 2018). According to a study, to encourage customers’ environmental behavior, hotels should be designed to meet the green needs of their guests (Hsiao et al., 2014). Consequently, consumer values and attitudes toward green hotels influence their environmental choices, leading hotels to offer environmentally friendly products and highlight their benefits.
Scholars have found that environmentally friendly hotels foster trust, perceived value and identification with a company, leading to higher customer satisfaction and loyalty (González-Rodríguez et al., 2020; Han, 2021; Han et al., 2018). With this realization, environmentally friendly hotels act as a signaling or alarming mechanism that raises customers’ awareness of ecological problems, significantly shaping their values and beliefs, including hedonic and utilitarian values. Similarly, Wang et al. (2024) reported that green hotel practices act as a triggering mechanism that can enhance customers’ perceived value and psychological safety, significantly boosting customer citizenship behavior. In the hospitality industry, Nosrati et al. (2024) highlighted that the credibility of eco-labels can greatly enhance customers’ biospheric and egoistic values as two intervening mechanisms.
In accordance with these studies and existing literature, the stimulus–organism–response model provides a theoretical framework for understanding how environmentally friendly hotels influence the development of customers’ hedonic and utilitarian values. The model suggests that shaping these internal factors, or organisms, requires external drivers and stimuli to activate them (Kim et al., 2023; Mehrabian and Russell, 1974; Vatankhah et al., 2023). Specifically, the environmentally friendly practices of hotels, such as sustainability initiatives, eco-friendly products and energy conservation, serve as stimuli that trigger the formation of these values. Based on the present discussion, the following hypotheses can be proposed:
Environmentally friendly hotels have a positive influence on hedonic value.
Environmentally friendly hotels have a positive influence on utilitarian value.
2.2 Environmentally friendly hotels, green patronage intention and green word-of-mouth
Some scholars have found that green hotel practices and initiatives play a significant role in triggering certain values, which ultimately lead to green patronage intention and green word-of-mouth behavior. Green patronage intention refers to an individual’s willingness and intention to prioritize and support environmentally friendly initiatives, as well as sustainable products, services or businesses (Han et al., 2010). Whereas green word-of-mouth is defined as “the extent of to which a customer would infer friends, relatives, and colleagues about positive environmental messages of a product or a brand” (Chen et al., 2014, p. 2414). A plethora of studies have indicated that green and sustainable practices, such as environmentally friendly hotels, can act as a stimulus that triggers customers’ intentional and behavioral outcomes (Filimonau et al., 2022; Hameed et al., 2022; Nosrati et al., 2024; Tan, 2022).
Filimonau et al. (2022) documented that in the tourism and hospitality field, green and environmental knowledge stemming from environmental concern significantly increases customers’ willingness to pay more for green products and services, as well as their intention to stay in and recommend green hotels. Similarly, Hameed et al. (2022), using the stimulus–organism–response model, concluded that tourists’ awareness of green practices can significantly enhance green word-of-mouth through various intervening mechanisms. Nosrati et al. (2024) also highlighted that green patronage intention and green word-of-mouth may emerge as customer responses when they are exposed to or engaged with green practices implemented by hoteliers. Therefore, the following hypotheses are proposed:
Environmentally friendly hotels have a positive influence on green patronage intention.
Environmentally friendly hotels have a positive influence on green word-of-mouth.
2.3 The effect of hedonic and utilitarian values on green patronage intention and green word-of-mouth
Many scholars have explored the concept of “value” and its impact on individuals’ behavioral intentions (Babin et al., 1994; Nosrati et al., 2024; Nosrati et al., 2023). Hedonic value pertains to the personal enjoyment derived from experiences that evoke intangible feelings, fantasies and amusement (Kim and Han, 2010). This value reflects customers’ enjoyment and emotional satisfaction when engaging with a particular service and experiencing its features (Nosrati et al., 2023). While as described by Babin et al. (1994), utilitarian value refers to the value a consumer perceives when engaging in rational, task-oriented consumption behaviors, such as benefiting from equitable pricing or convenient facilities. Utilitarian value centers on practical, rational assessments that are goal-driven and cognitive in nature (Bamberg and Schmidt, 2003). This value is associated with the efficiency, uniqueness and other attributes of the product. Its primary purpose is to fulfill and satisfy customers’ expectations and needs (Nosrati et al., 2023).
Previous research has observed that customers consider the hedonic and utilitarian values of a service or product when making purchase decisions (Han et al., 2018; Mainolfi et al., 2022; Vieira et al., 2022). In the green hotel and tourism industries, the impact of hedonic values from a consumption experience manifests both before and after the purchase. Conversely, utilitarian value is externally driven and focused on a task or product, aiming to enhance task performance (Nosrati et al., 2023). Many investigations within the hospitality and tourism sector indicate that both hedonic and utilitarian values yield favorable results. By appealing to customers’ emotional and rational faculties, these values can influence attitudes and behaviors regarding a specific topic (Han et al., 2018; Nosrati et al., 2023). Research has shown that hedonic and utilitarian values significantly influence the consumption process and shape sustainable and green behavior (Bamberg and Schmidt, 2003; Nosrati et al., 2023; Vieira et al., 2022). These values also impact word-of-mouth, satisfaction and patronage intentions (Hameed et al., 2022). Nosrati et al. (2023) emphasized that hedonic and utilitarian values influence pro-environmental behavior both directly and indirectly by fostering tourists’ supportive attitudes toward tourism. Similarly, other scholars have demonstrated that values like biospheric and egoistic values can significantly impact green patronage intention and green word-of mouth (Nosrati et al., 2024). The following hypotheses are formulated based on the above-mentioned discussion:
Hedonic value has a significant impact on green patronage intention.
Hedonic value has a significant impact on green word-of-mouth.
Utilitarian value has a significant impact on green patronage intention.
Utilitarian value has a significant impact on green word-of-mouth.
2.4 The mediating effects of hedonic and utilitarian values
While prior research has demonstrated the significant impact of hedonic and utilitarian values on fostering pro-environmental and green behaviors, this study aims to further explore their mediating role. It is evident that customers’ values, such as hedonic and utilitarian values, contribute to increased engagement in green behaviors and intentions within environmentally friendly hotels. These behaviors may involve recommending the hotel to others, offering constructive feedback to support green initiatives, and displaying heightened patronage and willingness to support eco-conscious establishments. In a meta-analytical review by Vieira et al. (2022), the mediating role of hedonic and utilitarian values was confirmed in the relationship between augmented reality and both attitudinal assessment and behavioral intention. Similarly, Mainolfi et al. (2022) found that blogger credibility, acting as a predictor, could enhance blog engagement and electronic word-of-mouth by mediating through hedonic and utilitarian values.
Furthermore, Nosrati et al. (2024) utilized a causal model of environmental concern to demonstrate that biospheric and egoistic values may serve as intermediary factors in the correlation between hotels’ eco-label credibility and green word-of-mouth. Given this, it can be concluded that hedonic and utilitarian values may mediate the impact of environmentally friendly hotels on green patronage intention and green word-of-mouth. From a different perspective, numerous studies utilizing the stimulus–organism–response model have identified various intervening mechanisms within the hospitality literature (Kim et al., 2024; Vatankhah et al., 2023). The stimulus–organism–response model suggests that environmental factors can influence customers’ values and perceptions cognitively and emotionally, leading to positive green behaviors (Han et al., 2022; Kim et al., 2023; Mehrabian and Russell, 1974; Sohaib et al., 2022).
This theory includes three key elements:
stimulus (S);
organism (O); and
response (R).
An external stimulus (S) triggers perceptions and emotions, shaping values or attitudes as organism (O), and leading to responses (R) such as green behaviors (Han et al., 2022; Kim et al., 2023; Nosrati, et al., 2024). The mediating role of hedonic and utilitarian values can be established through the stimulus–organism–response model. In this framework, environmentally friendly hotels act as the stimulus that activates customers’ hedonic and utilitarian values, functioning as organisms. These organisms, in turn, serve as mechanisms that drive green patronage intention and green word-of-mouth as customer responses. Therefore, the following hypothesis can be formulated based on this perspective:
Hedonic value mediates the relationship between environmentally friendly hotels and green patronage intention.
Hedonic value mediates the relationship between environmentally friendly hotels and green word-of-mouth.
Utilitarian value mediates the relationship between environmentally friendly hotels and green patronage intention.
Utilitarian value mediates the relationship between environmentally friendly hotels and green word-of-mouth.
2.5 Moderating role of environmental concern
Environmental concern refers to individuals’ awareness of the detrimental consequences of neglecting objects of their concern, prompting them to engage in pro-environmental actions (Tandon et al., 2020). It was stated that environmental concern emerges when individuals perceive themselves as influential within their environment. Previous studies have explored the influence of environmental concern on consumers’ decisions to adopt pro-environmental behaviors, linking it to increased adoption of environmentally friendly and sustainable purchasing practices (Kushwah et al., 2019; Tandon et al., 2020). For instance, Kushwah et al. (2019) found that the moderating effect of environmental concern significantly influences customers’ attitudes and behaviors toward green consumption.
Similarly, Tandon et al. (2020) observed that the moderating role of environmental concern contributes to increased green purchasing behavior among consumers. Moreover, according to social cognitive theory, achieving customers’ fundamental values, attitudes and behaviors necessitates both internal and external factors (Bandura, 2001; Nosrati et al., 2023). Recognizing this, it can be argued that environmental concern, an internal factor, along with environmentally friendly hotels, an external factor, can foster the development of hedonic and utilitarian values among hospitality customers. Consequently, the following hypotheses can be posited:
Environmental concern moderates the impact of environmentally friendly hotels on hedonic value, such that customers with stronger environmental concern experience less hedonic value through environmentally friendly hotels.
Environmental concern moderates the impact of environmentally friendly hotels on utilitarian value, such that customers with stronger environmental concern experience less utilitarian value through environmentally friendly hotels.
The overall research model based on the above-mentioned hypotheses can be depicted in Figure 1.
The diagram illustrates a model based on social cognitive theory, structured as a stimulus-organism-response (S O R) framework. The stimulus section includes hedonic and utilitarian values, both connected with arrows to the organism component, which represents internal states mediating the effect of those values. Arrows lead from the organism to the response section, which includes green patronage intention and green word-of-mouth. Each arrow is labelled with hypotheses ranging from H1-a to H6-b, indicating multiple testable relationships.Research model
Source: Authors’ own work
The diagram illustrates a model based on social cognitive theory, structured as a stimulus-organism-response (S O R) framework. The stimulus section includes hedonic and utilitarian values, both connected with arrows to the organism component, which represents internal states mediating the effect of those values. Arrows lead from the organism to the response section, which includes green patronage intention and green word-of-mouth. Each arrow is labelled with hypotheses ranging from H1-a to H6-b, indicating multiple testable relationships.Research model
Source: Authors’ own work
3. Methodology
3.1 Sample and data collection
The current study seeks to examine the eco-conscious and sustainable practices of hotels in Iran. Hotels known for their proactive approach and commitment to green initiatives and corporate social responsibility have been selected as our sample (Ghaderi et al., 2019; Salehi et al., 2021). Despite facing certain sanctions and restrictions (Salehi et al., 2021), some hotels in Tehran and Mazandaran are beginning to integrate corporate social responsibility and green initiatives into their operations (Ghaderi et al., 2019). Hence, the study selected green and sustainable hotels in Iran, all of which are five-star establishments, as its sample. Prior to distributing the questionnaire to customers of green hotels in Iran, the overall outline and purpose of the study were discussed with executive managers. After obtaining their permission and assistance to distribute the paper-based questionnaire among customers, the survey was distributed among customers of green and sustainable hotels using a convenient sampling method. A survey was undertaken among customers of green and sustainable hotels in Iran during the months of June and July 2022. To reduce the potential for common method bias, each questionnaire was provided with a cover page explaining the study’s aims and encouraging participants to take part voluntarily. It stressed that there were no correct or incorrect responses and assured respondents that their information would remain confidential. Demographic details were requested at the end of the questionnaire, and data collection occurred in a single session. Out of 220 questionnaires distributed, 200 surveys were deemed eligible for analysis. Moreover, the minimum required sample size was calculated to be 175 using G*Power software, assuming a power of 0.80, a significance level of (α = 0.05) and an effect size (f2 = 0.20). Hence, a sample size of 200 was deemed sufficient for the study. Table 1 depicts the outline of the study’s demographic variables.
Demographic features of respondents (n = 200)
| Demographic variables | Frequency | % |
|---|---|---|
| Age | ||
| 18–27 | 63 | 31.5 |
| 28–37 | 61 | 30.5 |
| 38–47 | 20 | 10.0 |
| 48–57 | 32 | 16.0 |
| 58 or above | 24 | 12.0 |
| Gender | ||
| Male | 117 | 58.5 |
| Female | 83 | 41.5 |
| Education | ||
| Primary | 1 | 0.5 |
| High school | 26 | 13.0 |
| Two years university | 39 | 19.5 |
| Undergraduate degree | 75 | 37.5 |
| Postgraduate degree | 59 | 29.5 |
| Marital status | ||
| Single | 125 | 62.5 |
| Married | 75 | 37.5 |
| Income per month | ||
| Less than 500$ | 88 | 44.0 |
| 500–1,000$ | 63 | 31.5 |
| More than 1,000 $ | 49 | 24.5 |
3.2 Measurement instruments and data analysis
Data was collected using standardized measurement instruments validated by previous researchers. The back-translation method was employed to translate the original English version of measurement items into Persian. Subsequently, a pretest study was conducted with a sample of 15 employees to assess the readability and comprehensibility of the questionnaire. Additionally, the face and content validity of the final questionnaire were evaluated by two academic experts in the field of hospitality management, resulting in no necessary revisions. Except for green word-of-mouth, which was measured using a five-point Likert scale (“1 = strongly disagree” to “5 = strongly agree”), all study variables were assessed using a seven-point Likert scale ranging from (“1 = strongly disagree” to “7 = strongly agree”). The overall measurement instruments outlook is shown in Table 2.
The results of CFA measurement model
| Variable | Factor loadings | AVE | CR | Cronbach’s alpha | Skewness | Kurtosis |
|---|---|---|---|---|---|---|
| Environmentally friendly hotels (Martínez García de Leaniz et al., 2018) | 0.769 | 0.959 | 0.961 | |||
| This hotel protects the environment | 0.856 | −0.456 | −0.550 | |||
| This hotel reduces its consumption of natural resources | 0.859 | −0.393 | −0.554 | |||
| This hotel recycles | 0.913 | −0.371 | −0.534 | |||
| This hotel communicates its environmental practices to its customers | 0.906 | −0.406 | −0.624 | |||
| This hotel uses renewable energy | 0.904 | −0.421 | −0.613 | |||
| This hotel conducts annual environmental audits | 0.850 | −0.395 | −0.285 | |||
| This hotel participates in environmental certifications | 0.846 | −0.176 | −0.444 | |||
| Hedonic value (Kim and Han, 2010) | 0.837 | 0.953 | 0.953 | |||
| I think that using a hotel facility that adopts sustainable practices is a happy experience | 0.909 | −0.606 | −0.263 | |||
| I think that using a hotel facility that adopts sustainable practices is a pleasant experience | 0.881 | −0.271 | −0.473 | |||
| I think that using a hotel facility that adopts sustainable practices is an interesting experience | 0.955 | −0.573 | −0.323 | |||
| I think that using a hotel facility that adopts sustainable practices is an enjoyable experience | 0.912 | −0.615 | −0.291 | |||
| Utilitarian value (Bamberg and Schmidt, 2003) | 0.764 | 0.907 | 0.929 | |||
| I think that using a hotel facility that adopts sustainable practices helps to provide good value for the price charged | 0.837 | −0.599 | −0.402 | |||
| I think that using a hotel facility that adopts sustainable practices helps provide a better deal compared to other attractions | 0.861 | −0.680 | −0.334 | |||
| I think that using a hotel facility that adopts sustainable practices helps to provide benefits that I need | 0.922 | −0.559 | −0.334 | |||
| Green patronage intention (Han et al., 2010) | 0.885 | 0.958 | 0.958 | |||
| I am willing to stay at a green hotel when traveling | 0.948 | −0.445 | −0.638 | |||
| I intend to stay at a green hotel when traveling | 0.959 | −0.513 | −0.692 | |||
| I am committed to making an effort to stay at a green hotel when traveling | 0.914 | −0.303 | −0.755 | |||
| Green word-of-mouth (Molinari et al., 2008) | 0.893 | 0.971 | 0.968 | |||
| I highly recommend green hotels to others due to their environmental image | 0.926 | −0.512 | −0.616 | |||
| I would positively recommend green hotels to others because of their environmental functionality | 0.969 | −0.582 | −0.646 | |||
| I actively encourage others to stay at green hotels because of their environmentally friendly practices | 0.919 | −0.536 | −0.781 | |||
| I speak positively about green hotels to others because of their strong environmental performance | 0.965 | −0.657 | −0.713 | |||
| Environmental concern (Han et al., 2010) | 0.573 | 0.800 | 0.835 | |||
| When humans interfere with nature, it often produces disastrous consequences | 0.672 | −1.287 | 1.984 | |||
| Humans are severely abusing the environment | – | −1.218 | 1.741 | |||
| Plants and animals have as much right as humans to exist | 0.832 | −0.702 | 0.448 | |||
| The balance of nature is very delicate and easily upset | 0.758 | −1.024 | 1.108 |
AVE = Average variance extracted; CR = composite reliability
The data analysis in this study occurred in two phases. In the initial phase, confirmatory factor analysis (CFA) was employed to assess the construct validity of the proposed research model, utilizing standardized measurement items to measure the hypotheses. This analysis was conducted using Mplus (version 8.3). Model fit was evaluated using indices such as “X2, df, X2/df, comparative fit index (CFI), Tucker–Lewis index (TLI), root mean square error of approximation (RMSEA) and standardized root mean squared residual (SRMR).” In the second phase, structural equation modeling (SEM) was employed via Mplus software to test both direct and indirect (mediating) hypotheses. The bootstrapping method, with 5,000 sample iterations, was utilized to test indirect hypotheses. The lower-level confidence interval (LLCI) and upper-level confidence interval (ULCI) were used to ascertain the significance of the mediating effects of hedonic and utilitarian values.
4. Results
4.1 The measurement model
Before hypothesis testing, the CFA model was used to evaluate the research model’s psychometric properties and construct validity. A six-construct measurement model was tested, resulting in a well-fitting five-construct model: “X2 = 549.053; df = 228; X2/df = 2.408; CFI = 0.943; TLI = 0.931; RMSEA = 0.084; SRMR = 0.045.” Table 2 presents the CFA findings, indicating that all standardized factor loadings exceeded 0.7. One item has been removed from the environmental concern variable due to cross-loading issues. This is common and has been done in previous studies in hospitality (Karatepe et al., 2023; Nosrati et al., 2024). Additionally, each construct’s average variance extracted (AVE) and composite reliability (CR) were above 0.5 and 0.7, respectively. Cronbach’s alpha values for all constructs were above 0.7, confirming acceptable reliability. Skewness and kurtosis values fell within the ±2 range, indicating acceptable normality. In addition, a common latent factor test using Mplus showed no significant changes in fit indices when added: “X2 = 550.961; df = 229; X2/df = 2.405; CFI = 0.941; TLI = 0.930; RMSEA = 0.085; SRMR = 0.047,” indicating that common method bias was not an issue.
Table 3 presents the correlation and descriptive statistics of the study’s variables. To check discriminant validity, the square root of each variable’s AVE, shown in italics on the diagonals of Table 3, was greater than the correlations, indicating no issues with discriminant validity.
Correlation matrix, descriptive statistics and discriminant validity test
| Variables | 1 | 2 | 3 | 4 | 5 | 6 |
|---|---|---|---|---|---|---|
| 1. Environmentally friendly hotels | 0.876 | |||||
| 2. Hedonic value | 0.578** | 0.914 | ||||
| 3. Utilitarian value | 0.646** | 0.577** | 0.874 | |||
| 4. Green patronage intention | 0.561** | 0.642** | 0.592** | 0.940 | ||
| 5. Green word-of-mouth | 0.574** | 0.528** | 0.570** | 0.585** | 0.944 | |
| 6. Environmental concern | −0.119 | −0.393** | −0.240** | −0.315** | −0.286** | 0.756 |
| Mean | 4.972 | 4.736 | 4.746 | 4.135 | 3.490 | 4.100 |
| Standard deviation | 1.295 | 1.536 | 1.662 | 1.697 | 1.277 | 0.670 |
The italicized numbers of each diagonal are the square roots of AVEs; **Correlation is significant at the 0.01 level p < 0.01
4.2 Hypotheses testing
To test the hypotheses, SEM was conducted using Mplus. The fit indices of the model were as follows: “X2 = 422.241; df = 172; X2/df = 2.454; CFI = 0.953; TLI = 0.943; RMSEA = 0.085; SRMR = 0.051.” The overall SEM results are illustrated in Figure 2. To assess the moderating effect, each variable was standardized, and the interaction between environmental concern and environmentally friendly hotels was calculated. The overall model, including the moderating role of environmental concern on the relationship between environmentally friendly hotels and hedonic and utilitarian values, was then evaluated. Results are shown in Table 4, with the interaction effect illustrated in Figure 3.
Results of testing moderating effect
| Hypotheses | B | t-value | p-value | Results |
|---|---|---|---|---|
| Environmentally friendly hotels → Hedonic value | 0.517 | 10.100 | 0.000 | |
| Environmentally concern → Hedonic value | −0.546 | −7.427 | 0.000 | |
| H6a. Environmentally friendly hotels × Environmentally concern → Hedonic value | −0.113 | −2.095 | 0.036 | Significant |
| Environmentally friendly hotels → Utilitarian value | 0.601 | −11.592 | 0.000 | |
| Environmentally concern → Utilitarian value | −0.282 | −3.785 | 0.000 | |
| H6b. Environmentally friendly hotels × Environmentally concern → Utilitarian value | −0.133 | −2.428 | 0.015 | Significant |
B = Unstandardized coefficient
The diagram displays a structural equation model depicting relationships among several constructs. It features four primary elements: environmentally friendly hotels, hedonic value, utilitarian value, green patronage intention, and green word-of-mouth, arranged in a network format with directional arrows showing connections. Each relationship is annotated with statistical coefficients indicated by beta values, t-values, and additional identifiers like H1-a, H2-b, etc. The bottom section explains indirect effects between constructs, listing relationships with their corresponding beta, standard error, lower-level confidence interval, and upper-level confidence interval. The elements are visually linked by arrows, emphasizing the nature of these relationships, while structural arrangement provides clarity on influence pathways.Results of SEM
Source: Authors’ own work
The diagram displays a structural equation model depicting relationships among several constructs. It features four primary elements: environmentally friendly hotels, hedonic value, utilitarian value, green patronage intention, and green word-of-mouth, arranged in a network format with directional arrows showing connections. Each relationship is annotated with statistical coefficients indicated by beta values, t-values, and additional identifiers like H1-a, H2-b, etc. The bottom section explains indirect effects between constructs, listing relationships with their corresponding beta, standard error, lower-level confidence interval, and upper-level confidence interval. The elements are visually linked by arrows, emphasizing the nature of these relationships, while structural arrangement provides clarity on influence pathways.Results of SEM
Source: Authors’ own work
The image consists of two line graphs side by side. The graph on the left shows hedonic value on the vertical axis, ranging from 1 to 5, with hotel environmental friendliness on the horizontal axis, labelled as low and high. Two lines represent different levels of environmental concern. The line for low environmental concern starts at a higher value for low environmentally friendly hotels and rises more sharply to high environmentally friendly hotels. The line for high environmental concern starts lower and rises more gradually. The second graph on the right displays utilitarian value on the vertical axis, also ranging from 1 to 5, with the same horizontal axis labels. Similar patterns are shown: both lines slope upward from low to high environmentally friendly hotels, with a steeper increase for low environmental concern. A legend between the graphs clarifies which line represents each level of concern.Interaction effect of environmental concern
Source: Authors’ own work
The image consists of two line graphs side by side. The graph on the left shows hedonic value on the vertical axis, ranging from 1 to 5, with hotel environmental friendliness on the horizontal axis, labelled as low and high. Two lines represent different levels of environmental concern. The line for low environmental concern starts at a higher value for low environmentally friendly hotels and rises more sharply to high environmentally friendly hotels. The line for high environmental concern starts lower and rises more gradually. The second graph on the right displays utilitarian value on the vertical axis, also ranging from 1 to 5, with the same horizontal axis labels. Similar patterns are shown: both lines slope upward from low to high environmentally friendly hotels, with a steeper increase for low environmental concern. A legend between the graphs clarifies which line represents each level of concern.Interaction effect of environmental concern
Source: Authors’ own work
5. Discussion
This study explores the influence of environmentally friendly hotels on green patronage intention and green word-of-mouth, with hedonic and utilitarian values acting as mediators within the stimulus–organism–response model. Additionally, drawing on social cognitive theory, it assesses the moderating effect of environmental concern on the relationship between environmentally friendly hotels and these values.
The findings support three of the four proposed hypotheses (H1a to H1d), specifically those concerning the impact of environmentally friendly hotels on hedonic value, utilitarian value and green word-of-mouth. These results align with previous studies indicating that green hotel practices enhance sustainable values, intentions and behaviors (Hameed et al., 2022; Han et al., 2018; Nosrati et al., 2024; Wang et al., 2024). It can be concluded that exposure to environmentally friendly hotels positively affects consumers’ hedonic and utilitarian values, as well as green word-of-mouth. This highlights the significant role such hotels play in promoting pro-sustainability values and behaviors. However, contrary to expectations, the hypothesized effect on green patronage intention was not supported. One possible explanation is that green patronage intention is a complex construct that may require additional mediating mechanisms to fully develop (Nosrati et al., 2024), consistent with the theoretical assumptions of the stimulus–organism–response model.
The results related to the subsequent four hypotheses, examining the effects of hedonic and utilitarian values on green patronage intention and green word-of-mouth, offer strong empirical support for all proposed relationships. These findings are in line with prior studies suggesting that individual values significantly shape sustainable attitudes and behaviors within the hospitality and tourism sectors (Mainolfi et al., 2022; Nosrati et al., 2023; Vieira et al., 2022). Specifically, the data underscores the pivotal role that both hedonic (pleasure-driven) and utilitarian (practical benefit-driven) values play in influencing consumers’ green intentions and behaviors. This suggests that when consumers perceive environmentally friendly practices as enjoyable or functionally beneficial, they are more likely to express green patronage intention and green word-of-mouth. Therefore, hedonic and utilitarian values can be regarded as key psychological drivers that promote sustainable consumer behavior in hospitality contexts.
The analysis of the mediating effects of hedonic and utilitarian values, as examined in the four additional hypotheses (H4a, H4b, H5a and H5b), yielded strong statistical support. While the mediating roles of these values have not been extensively explored in the hospitality literature, the findings are consistent with previous research highlighting the intermediary role of individual values in shaping sustainable behaviors (Nosrati et al., 2024). Notably, this study underscores the relevance of the stimulus–organism–response model in addressing sustainability-related issues, positioning environmentally friendly hotels as external stimuli that activate organisms, namely, hedonic and utilitarian values, which, in turn, influence key behavioral responses such as green patronage intention and green word-of-mouth.
In this context, the central research question, whether hedonic and utilitarian values mediate the relationship between environmentally friendly hotels and sustainable behavioral outcomes through the stimulus–organism–response model, has been effectively addressed. The findings suggest that consumers interpret environmentally friendly practices as meaningful stimuli that shape their internal value perceptions. These organismic responses subsequently drive significant intentional and behavioral outcomes, reinforcing the importance of green strategies in enhancing sustainability within the hospitality sector.
The final two hypotheses, which examined the moderating role of environmental concern in the relationship between environmentally friendly hotels and hedonic and utilitarian values, were supported and found to be significant. This topic has not been previously explored in the hospitality literature. As such, the findings offer a solid foundation for addressing the second research question, which considers whether environmental concern, grounded in social cognitive theory, moderates the effect of environmentally friendly hotels on these values. Additionally, the results help bridge a gap identified by earlier research, which called for more studies on moderating effects, particularly within the framework of social cognitive theory, between green initiatives and customer attitudes and behaviors in hospitality (Nosrati et al., 2024; Nosrati et al., 2023). The study concludes that environmental concern, as an internal factor, moderates how consumers evaluate environmentally friendly hotels. Specifically, consumers with higher environmental concern may engage more cautiously with green practices, which could lessen the impact of such hotels on their hedonic and utilitarian perceptions
5.1 Theoretical implications
The study’s findings suggest several practical implications. First, although previous research in the hospitality industry has extensively explored innovative initiatives and strategies to address environmental challenges, and the significant influence of environmentally friendly hotels has been well-documented, no studies to date have examined the impact of environmentally friendly hotels on green patronage intention and green word-of-mouth. These elements constitute hypotheses (H1c and H1d), which suggest that environmentally friendly hotels have a positive influence on green patronage intention and green word-of-mouth. Additionally, this gap encompasses the mediating role of hedonic and utilitarian values, as well as the moderating role of environmental concern, through the frameworks of the stimulus–organism–response model and social cognitive theory. Furthermore, this study directly addresses previous recommendations to investigate these effects within the existing hospitality industry literature (Mansoor and Paul, 2022; Nosrati et al., 2024; Nosrati et al., 2023; Vieira et al., 2022).
Second, building on the findings of this study and responding to previous calls from scholars to integrate strong theoretical frameworks into the sustainability field (ElHaffar et al., 2020; Nosrati et al., 2025), this research utilizes the stimulus–organism–response model to offer new insights that support the hypotheses. These hypotheses highlight the mediating role of hedonic and utilitarian values in the relationship between environmentally friendly hotels and green patronage intention and green word-of-mouth (H4a, H5b) (Kim et al., 2023; Mehrabian and Russell, 1974). Specifically, it demonstrates that environmentally friendly hotels, as a key mechanism employed by hoteliers, can serve as a stimulus that drives positive and sustainable outcomes, such as green patronage intention and green word-of-mouth. This is achieved by activating hedonic and utilitarian values, which act as two critical intervening organisms, illustrating the pathways through which environmentally friendly hotels influence customer attitudes and behaviors within the hospitality sector.
Third, this study emphasizes the important role of environmental concern as a moderating factor, examined through the framework of social cognitive theory. It justifies the final set of hypotheses, which outline the moderating effect of environmental concern on the relationship between environmentally friendly hotels and hedonic and utilitarian values (H6a, H6b). This approach emphasizes the interplay between external and internal factors in addressing sustainability and green issues, as previously highlighted by Bandura (2001) and Nosrati et al. (2023). By directly responding to the recommendations of Nosrati et al. (2024), this research examines both internal and external factors within the context of sustainable and green practices in the hospitality industry. Furthermore, by integrating the social cognitive theory framework with the stimulus–organism–response model, the study not only enriches the existing body of literature but also provides valuable insights into the complex web of internal psychological factors that profoundly shape consumer behavior. This dual focus on external influences and internal cognitive and emotional mechanisms offers a holistic understanding of how sustainability initiatives can effectively drive pro-environmental behaviors in the hospitality sector.
Finally, this study, grounded in the stimulus–organism–response model and social cognitive theory, proposed a conceptual and empirical framework that holds both theoretical and practical significance, as emphasized by previous scholars (ElHaffar et al., 2020; Nosrati et al., 2024; Nosrati et al., 2025). Accordingly, the application of robust theoretical models may offer a viable solution to addressing the widely recognized “value-action gap” in sustainability research, a challenge often highlighted within the context of the Theory of Planned Behavior.
5.2 Managerial implications
The findings of this study present several important managerial implications for the hospitality sector. Given the positive impact of environmentally friendly hotels on consumer values and behaviors, hotel managers should actively adopt and implement green initiatives to promote environmentally responsible actions among guests. A strategic approach involves using social media to highlight the hotel’s sustainability practices and demonstrate a firm commitment to environmental responsibility. This can lead to public awareness efforts that educate consumers about the environmental advantages of choosing green hotels. For example, showcasing initiatives such as waste reduction, energy conservation, or sustainable sourcing on platforms like Instagram can positively shape guests’ hedonic and utilitarian perceptions. These perceptions, in turn, enhance green patronage intention and encourage green word-of-mouth. Therefore, integrating green practices into hotel operations, maintaining transparency and effectively communicating sustainability efforts are essential for improving both environmental outcomes and customer loyalty.
In a customer-focused industry like hospitality, frontline employees play a key role in conveying sustainability practices to guests. Providing staff with the necessary training and knowledge to adopt and promote eco-friendly behaviors can enhance guests’ hedonic and utilitarian responses. When guests observe employees actively participating in green initiatives, it can inspire them to adopt similar behaviors and share their positive experiences. Ensuring that staff are well-informed and visibly engaged in sustainability efforts helps deepen guest involvement and reinforces sustainable values. Moreover, hotel leadership can champion the adoption of environmentally friendly practices to foster both guest engagement and an internal culture of sustainability. This approach has the potential to extend beyond the hotel industry, influencing broader societal sectors such as NGOs and small businesses and promoting widespread environmental awareness.
Based on the empirical findings, it is recommended that hotel executives and government agencies collaborate to develop a comprehensive strategic framework for implementing and evaluating environmentally friendly practices. Special emphasis should be placed on their effects on customers’ green patronage intentions and green word-of-mouth. From the organizational side, this could include the use of customized assessment tools, surveys, and feedback mechanisms to measure customer satisfaction and perceptions of green initiatives. These tools can offer insights into the effectiveness of sustainability efforts. From the governmental side, strategies might involve tax incentives, public education campaigns, and certification programs designed to promote eco-friendly behaviors among consumers. Additionally, governments should focus on promoting eco-certification programs to reduce greenwashing and build consumer trust in environmental claims. The study also highlights the significant influence of environmental concern on customers’ hedonic and utilitarian values. As a result, hotel managers should develop strategies that recognize and actively engage with environmental concern as a core customer value. A holistic approach is essential, one that integrates external practices, such as green hotel operations, with an understanding of internal customer responses, including attitudes and emotions toward sustainability. This balance will help ensure that green initiatives are both impactful and aligned with customer expectations and values.
5.3 Limitations and future research agendas
This study, like others, has its limitations that future researchers should address. First, while the current study attempted to mitigate common method bias by employing both preprocedural and postprocedural measures, which is a common issue in cross-sectional studies, future research could explore time-lag or longitudinal approaches. These approaches could not only reduce common method bias but also allow for the observation of potential changes over time that may influence study outcomes.
Second, to address the influence of Hofstede’s cultural dimensions on individuals’ eventual green and sustainable behavior in the hospitality industry (Nosrati et al., 2023), it is suggested that future studies extend this model to various developed and developing countries with diverse cultural backgrounds. This approach can help gauge the cultural diversity’s impact on these issues. Furthermore, due to the limited sample size and the specific cultural context of a developing country like Iran, future studies could test the present model with a larger sample size and consider a developed country to explore potential differences and enhance the generalizability of the model.
Third, drawing on insights from social cognitive theory and the findings of this study, which highlighted the significant moderating influence of environmental concern on values and eventual green behavior, it is strongly advised that future research delve into other skeptical attitudes consumers may hold. For instance, exploring high levels of skepticism and mistrust regarding environmental initiatives like environmentally friendly hotels established in the hospitality industry could provide valuable insights. Additionally, future research could consider conducting further analyses, such as multi-group analysis, to examine variations among customer segments, for example, based on levels of environmental concern or cultural differences. This approach could provide more nuanced insights and strengthen the robustness of the findings.
