Dinh Dung Vu

Type of the article: Research Article

Abstract
The hospitality industry has shown a growing commitment to adopting strategic green practices that aim to reduce environmental footprints while fostering brand loyalty. This paper uses the Stimulus-Organism-Response (SOR) model for explaining the roles of customer trust and identification in the relationship between green hotel practices and green customer citizenship behavior. Survey data were collected from 247 domestic customers at ASEAN green-certified hotels in Northern Vietnam. The partial least squares-structural equation modelling (PLS-SEM) technique was utilized to assess the study framework and the hypothesized relationship. The findings indicate that positive perceptions of green practices significantly and directly affect customer green citizenship behavior (β = 0.374). Besides, green hotel practices also influence customer trust (β = 0.694) and identification with green hotels (β = 0.725). The results revealed the effects of customer trust (β = 0.154) and identification with green hotels (β = 0.405) on customer green citizenship behavior. Moreover, customer trust and identification with green hotels play a vital role as intermediaries in explaining how sustainable practices influence green customer citizenship behavior. The findings provide further theoretical clarity of customers’ sustainable behavior in the hospitality industry. The practical implications were recommended for developing strategies to foster green citizenship behavior among green hotel customers.