The spillover effect of sustainable hospitality and tourism consumption value (SHTCV) on prosocial behaviors: the moderating effect of global citizenship

Purpose Although sustainable consumption is founded on environmental and social gains, the spillover effect of sustainable hospitality and tourism consumption value (SHTCV) on customers’ prosocial actions is rarely explored. This study aims to identify how SHTCV improves prosocial behaviors. Design/methodology/approach The study adopted a quantitative approach, analyzing responses from 918 sustainable hospitality and tourism customers. Findings It was found that environmental, social, emotional and epistemic values derived from sustainable hospitality and tourism consumption improved customer attitude. It was also found that attitude positively influenced green satisfaction, social justice behavioral intention and global civic engagement intention. Additionally, green satisfaction positively led to customers’ intentions to donate, advocate for social justice and engage in global civic issues. A partial moderating effect of global citizenship was observed. Research limitations/implications This study extends previous literature on sustainability and corporate social responsibility and suggests ways to improve customers’ desire to engage in prosocial behaviors. Originality/value This study adopted a multi-dimensional consumption value approach to investigate how SHTCV impacts broader societal behaviors. It expands and develops upon earlier research by combining insights from prosocial psychology and spillover theory to present a thorough framework that emphasizes the connection between SHTCV and prosocial behaviors.