Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands
Purpose This study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands. Design/methodology/approach In this study, the authors examined the e...
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| Format: | Article |
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Emerald
2024
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| _version_ | 1825939329679097856 |
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| author | Yu, Jongsik Baah, Nancy Grace Kim, Seongseop Moon, Hyoungeun Chua, Bee-Lia Han, Heesup |
| author_facet | Yu, Jongsik Baah, Nancy Grace Kim, Seongseop Moon, Hyoungeun Chua, Bee-Lia Han, Heesup |
| author_sort | Yu, Jongsik |
| collection | UPM |
| description | Purpose
This study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands.
Design/methodology/approach
In this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors.
Findings
The study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role.
Practical implications
This study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry.
Originality/value
Further than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research. |
| first_indexed | 2024-09-25T03:39:00Z |
| format | Article |
| id | upm.eprints-106190 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-09-25T03:39:00Z |
| publishDate | 2024 |
| publisher | Emerald |
| record_format | dspace |
| spelling | upm.eprints-1061902024-05-24T01:40:43Z http://psasir.upm.edu.my/id/eprint/106190/ Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands Yu, Jongsik Baah, Nancy Grace Kim, Seongseop Moon, Hyoungeun Chua, Bee-Lia Han, Heesup Purpose This study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands. Design/methodology/approach In this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors. Findings The study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role. Practical implications This study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry. Originality/value Further than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research. Emerald 2024 Article PeerReviewed Yu, Jongsik and Baah, Nancy Grace and Kim, Seongseop and Moon, Hyoungeun and Chua, Bee-Lia and Han, Heesup (2024) Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands. International Journal of Contemporary Hospitality Management. pp. 1-22. ISSN 0959-6119; ESSN: 1757-1049 (In Press) https://www.emerald.com/insight/content/doi/10.1108/IJCHM-02-2023-0194/full/html 10.1108/IJCHM-02-2023-0194 |
| spellingShingle | Yu, Jongsik Baah, Nancy Grace Kim, Seongseop Moon, Hyoungeun Chua, Bee-Lia Han, Heesup Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands |
| title | Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands |
| title_full | Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands |
| title_fullStr | Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands |
| title_full_unstemmed | Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands |
| title_short | Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands |
| title_sort | effects of green authenticity on well being customer engagement and approach behavior toward green hospitality brands |
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