Can sustainable tourism and hospitality consumption value enhance customers’ psychological responses? The moderating roles of collectivism and religiosity

Although sustainable tourism and hospitality have been the focus of numerous studies, empirical investigations connecting sustainable consumption practices to the consumers’ psychological reactions are noticeably lacking. The present study investigates how consumers’ psychological reactions are affected by sustainable tourism and hospitality consumption values, drawing on the theory of consumption values and social identity theory. A survey involving 918 sustainable tourism and hospitality consumers was conducted. Utilizing structural equation modeling, this research found that all value dimensions except quality and price value favorably influenced attitude toward sustainable consumption. The study demonstrated that attitude positively impacts customers’ psychological responses, apart from their sense of belonging, while green satisfaction enhances customer delight. The study also found that a collectivist cultural orientation and religiosity partially moderated the postulated relationships through multi-group analysis. This research shows how customers evaluate value in a sustainable tourism and hospitality context and its effect on customers’ psychological responses. It also provides valuable insights for businesses looking to improve green satisfaction and customers’ well-being through sustainable practices and values.