Building green brand equity through sustainable hospitality consumption value: The moderating impact of environmental identity and environmental activism

This study explores the intricate relationship between sustainable hospitality consumption value (SHCV), green brand perceptions, and behavioral intentions. Through a quantitative research approach, 918 useable responses from customers of sustainable hospitality companies were analyzed. The findings indicate that social, emotional, and epistemic values significantly enhance customers' perceptions of green brand innovativeness and green brand trust. The study also identifies the partial moderating impacts of environmental activism and environmental identity through multi-group analysis. These findings underscore the importance of enhancing customers’ positive emotions through consumption, and offering opportunities for social interactions and learning about sustainability. The research contributes to the growing body of literature by highlighting the potential for sustainable practices to enhance brand equity in an increasingly eco-conscious marketplace.