Impact of Environmental Concern, Government Role, and Attitude on Green Patronage Behaviour: Does Green Patronage Intention Matter?

Abstract

This study investigates the factors influencing green patronage behavior among customers of five-star green hotels in China, addressing a novel gap in the hospitality sector. A cross-sectional survey design was employed, with data collected from a convenience sample of respondents. A total of 503 valid responses were analyzed using SmartPLS 4, a structural equation modeling tool that enabled the examination of complex relationships among variables. The findings reveal that environmental concern, attitudes toward green hotels, and the perceived role of government significantly influence green patronage intention (GPI). In turn, GPI positively impacts green patronage behavior (GPB), highlighting its critical role in mediating the relationship between antecedent factors and behavioral outcomes. The study further confirms that environmental concern, the perceived role of government, and attitudes toward green hotels positively affect GPB through GPI, emphasizing the importance of fostering environmental awareness and positive perceptions of green initiatives. By addressing a gap in understanding consumer behavior within China’s rapidly evolving green hospitality sector, this research provides valuable insights for practitioners and policymakers. It underscores the necessity of promoting sustainable practices and supportive policies to enhance green patronage. The study’s theoretical contributions and practical implications are further discussed.