This study aims to delve into the intricate dynamics of customers’ pro-environmental behavior, examining the impact of external stimuli like hotel green practices (as contextual factors); internal stimuli, i.e. perceived consumer effectiveness, perceived environmental responsibility and pro-environmental self-identity (as individual factors); and social norms as social factors, on customers’ engagement in sustainable consumption (CEISC) and subsequent pro-environmental behaviors (PEBs).
An age-based quota sampling technique was used to gather data from customers visiting hotels in Pakistan. SmartPLS v.4 software was used to analyze the data, applying structural equation modeling and testing for the predictive powers of the model.
The results revealed the significant impact of both external and internal stimuli on customers’ PEBs, with higher impacts of hotel green practices and pro-environmental self-identity, underlining the complex nature of these influences. Results also revealed that social norms augment the influence of extrinsic and intrinsic factors on CEISC.
Hotels can enhance customer engagement by implementing green practices. In addition, leveraging social norms and tailoring communication strategies to highlight collective benefits can further amplify PEBs among guests.
This research provides a pioneering theoretical contribution by integrating the stimulus-organism-response model, the theory of planned behavior and the value-belief-norm theory in the realm of green consumerism in the hotel industry. It also addresses the potential gap linked to hotel green practices in leveraging customers’ PEBs in addition to their positive perceptions.
