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Influence of brand experience on customer inspiration and pro-environmental intention

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  • Jookyung Kwon
  • Carl A. Boger

Abstract

This study aims to examine the potential predictors of customers’ pro-environmental intention based on the Stimulus–Organism–Response framework. PLS-SEM was used to tests the hypotheses using a sample of 217 green hotel customers. The results reveal that brand experience and customer inspiration significantly affect pro-environmental intention. Further, the results show customer inspiration significantly mediates the relationship between green hotel brand experience and pro-environmental intention. This study clearly shows the relationship between green hotel brand experience, customer inspiration and pro-environmental intention. Thus, this article contributes to exiting hospitality studies by identifying gaps and proposing a holistic view to understand customers’ pro-environmental intention in the green hotel industry.

Suggested Citation

  • Jookyung Kwon & Carl A. Boger, 2021. "Influence of brand experience on customer inspiration and pro-environmental intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(8), pages 1154-1168, April.
  • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:8:p:1154-1168
    DOI: 10.1080/13683500.2020.1769571
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    Cited by:

    1. Frasquet, Marta & Ieva, Marco & Mollá-Descals, Alejandro, 2024. "Customer inspiration in retailing: The role of perceived novelty and customer loyalty across offline and online channels," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Dongwei Yan & Chenke Wang & Tianyi Sun & Decheng Wen, 2024. "The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2175-2194, May.

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