The present research investigates the effects of green supply chain management (GSCM) practices on customer behavioural intentions (e.g. word of mouth [WOM], willingness to pay [WTP] and revisit intention [RI]) and the mediating role of customer satisfaction (CS) in the hospitality industry in Bangladesh.
The authors applied a convenience sampling approach to distribute questionnaires and collect opinions from 404 customers who stayed in Bangladesh's five- and four-star hotels. SmartPLS was applied to examine the proposed hypothesised model.
GSCM practices have positive and significant impacts on CS and behavioural intentions of customers' WOM, WTP and RI. Additionally, CS mediates the association between GSCM practices and three behavioural intentions.
To boost their hotel's financial performance, hoteliers should allocate more resources to improving environmental sustainability practices in supply chain management.
This study's novel contribution to the literature rests in the findings regarding the mediating effect of CS. This adds value to the theory of planned behaviour. Another unique contribution of this study is that it combines three behavioural intentions (willingness to pay, RI and WOM).
