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Article

The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?

1
Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia
2
Hotel Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura 35516, Egypt
3
Hotel Studies Department, Faculty of Tourism and Hotels, Alexandria University, Alexandria 21526, Egypt
4
College of Arts, Minia University, Minia 61519, Egypt
*
Author to whom correspondence should be addressed.
Academic Editors: Miguel Ángel Moliner Tena, Rosa María Rodríguez and Diego Monferrer-Tirado
Sustainability 2022, 14(12), 7167; https://doi.org/10.3390/su14127167
Received: 25 May 2022 / Revised: 8 June 2022 / Accepted: 10 June 2022 / Published: 11 June 2022
(This article belongs to the Special Issue Environmental Sustainability and the Hospitality Customer Experience)
In the green marketing literature, environmentally sustainable practices (ESPs), green perceived value (GPV), as well as customer citizenship behavior (CCB) have not received significant attention, particularly in the hotel industry context. The current study aims to examine the effect of ESPs on CCB in a sample of five-star eco-friendly hotels in Egypt. Furthermore, it attempts to identify the potential mediating role of GPV in the relationship between ESPs and CCB and to examine the extent to which GPV directly affects CCB. To achieve the study aim, a self-administrated questionnaire was developed and directed to a convenience sample of five-star eco-friendly hotel guests. A structural equation model (SEM) was applied to 374 forms from guests of the surveyed hotels. The findings of the study reveal that ESPs significantly and positively affect GPV and CCB. The GPV has a positive and significant effect on CCB. The GPV partially mediates the relationship between ESPs and CCB. These findings emphasized that environmentally sustainable hotel properties are rewarded by customers in the form of CCBs (i.e., feedback, helping others, advocacy, and tolerance) directly and indirectly (through GPV). Upon this, some practical implications have been suggested to improve managers’ understanding in order to enable them to better manage their ESPs and to achieve positive and optimum outcomes. View Full-Text
Keywords: environmental sustainability; green perceived value; environmentally sustainable practices; customer citizenship behavior; eco-friendly hotel; green hotel environmental sustainability; green perceived value; environmentally sustainable practices; customer citizenship behavior; eco-friendly hotel; green hotel
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MDPI and ACS Style

Abdou, A.H.; Shehata, H.S.; Mahmoud, H.M.E.; Albakhit, A.I.; Almakhayitah, M.Y. The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter? Sustainability 2022, 14, 7167. https://doi.org/10.3390/su14127167

AMA Style

Abdou AH, Shehata HS, Mahmoud HME, Albakhit AI, Almakhayitah MY. The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter? Sustainability. 2022; 14(12):7167. https://doi.org/10.3390/su14127167

Chicago/Turabian Style

Abdou, Ahmed Hassan, Hossam Said Shehata, Hassan Marzok Elsayed Mahmoud, Azzam Ibrahem Albakhit, and Muhanna Yousef Almakhayitah. 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?" Sustainability 14, no. 12: 7167. https://doi.org/10.3390/su14127167

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