In an age when sustainability has become more than a buzzword, the hospitality industry is experiencing groundbreaking shifts in how guests choose to engage with hotels. A compelling recent study delves into the intricate factors influencing the return intentions of guests at Malaysian green hotels, advancing our understanding of eco-conscious consumer behavior with a sophisticated blend of expectation-confirmation theory and perceived value constructs. The research, conducted in Kuala Lumpur and Malacca, Malaysia’s prime tourist destinations, sheds light on the multifaceted dynamics that dictate guest satisfaction and their willingness to revisit environmentally responsible accommodations.
At the heart of this inquiry lies the concept of re-patronage intention (RPI)—the likelihood that a guest will choose the same green hotel again. This construct, crucial for any business aiming for sustainability both in environmental and economic terms, is shown to be significantly shaped by green trust (GT), green value (GV), and guest satisfaction (GS). The study’s analytical model reveals that while each of these elements bears a measurable influence on RPI, the direct effect of environmental corporate green hotel practices (ECGHP) on re-patronage was surprisingly insignificant.
Green trust, defined as the confidence guests place in the hotel’s environmental claims and practices, emerged as a central driver of loyalty. Its mediating role in the complex relationship between a hotel’s green corporate practices and guests’ intention to return highlights an essential psychological mechanism: guests must believe in the authenticity and effectiveness of the hotel’s eco-efforts before these translate into enduring loyalty. Without this trust, even the most stringent green policies may fail to convert into repeat business.
Similarly, green value—the perceived benefit guests receive from the hotel’s eco-friendly attributes relative to the cost or effort involved—was found to be a powerful predictor. When guests perceive that they are gaining genuine eco-benefits without sacrificing comfort or convenience, their satisfaction escalates, leading to a stronger inclination toward re-patronage. This perception of value is crucial in an era where consumers are increasingly discerning about the true impact of “green” branding.
Guest satisfaction itself functions as a pivotal node in this behavioral network, influenced by green trust, green value, and the hotel’s corporate green practices. The study highlights the interconnectedness of these constructs, where exceeding guests’ eco-expectations triggers higher satisfaction scores, thereby reinforcing their likelihood of returning. This nexus between satisfaction and loyalty reaffirms longstanding marketing principles yet nuances them through an environmental lens.
One particularly intriguing discovery involves the role of habit as a moderating factor in these relationships. Habitual behaviors, those automatic patterns developed over repeated actions, were found to intensify the effects of green value and guest satisfaction on re-patronage intentions. Essentially, once guests habituate to selecting and enjoying green hotels, their likelihood to continue doing so solidifies, making habit formation a powerful target for sustainable marketing strategies. Contrastingly, habit did not moderate the relationship between green trust and re-patronage, suggesting that trust operates somewhat independently from automatic behaviors, requiring conscious cognitive engagement.
Environmental corporate green hotel practices, despite being foundational, did not exert a direct significant influence on re-patronage intention, which raises critical questions for the industry. This finding implies that mere implementation of green policies without fostering trust and perceived value may not suffice to guarantee guests’ return. It cautions hotel operators against complacency and underscores the need for transparent communication and customer education to bridge the gap between action and perception.
The geographical context of Kuala Lumpur and Malacca, bustling hubs with a strong influx of tourists, provided a rich setting for this investigation. However, the study’s scope is naturally limited by focusing exclusively on these regions and relying solely on hotel guests’ perspectives. The exclusion of other key stakeholders, such as hotel employees and intermediaries, introduces a potential blind spot, as these actors significantly influence service delivery quality and the overall guest experience.
Moreover, the cross-sectional research design—capturing a snapshot in time—prevents analysis of how guest intentions and satisfaction evolve longitudinally. Such temporal dynamics are crucial for understanding whether green practices can foster sustained loyalty over extended periods or if novelty effects fade. Future research incorporating longitudinal methods would provide a more robust temporal dimension to these behavioral insights.
The study also flags the need for a cultural lens. Malaysian tourists and international visitors bring diverse cultural backgrounds that may modulate how green practices are perceived and valued. Cultural variation influences environmental attitudes, expectations, and habitual behaviors, making it an indispensable variable in comprehending re-patronage in green hospitality.
Additionally, the investigation identifies a gap in addressing the internal workforce’s role—the hotel employees. Recognizing employees as internal customers whose job satisfaction directly impacts service quality, guest satisfaction, and repeat patronage opens avenues for novel research. How employee engagement with green initiatives translates into guest trust and loyalty remains a promising but underexplored frontier.
Likewise, broader external influences, such as social norms and promotional campaigns, were absent from the model yet are known to shape consumer behavior profoundly. Integrating these factors could reveal how societal pressures and targeted marketing amplify green trust and value perceptions, ultimately influencing re-patronage.
Addressing methodological rigor, the study made commendable efforts to reduce common method bias using Harman’s single-factor test, though it suggests that future investigations should incorporate more sophisticated measures like marker variable techniques. Such enhancements are vital to ensure that observed relationships reflect genuine effects rather than measurement artifacts.
The implications of this study resonate beyond academia, offering actionable insights for hotel managers and marketers striving to embed sustainability into business strategies. Trust-building initiatives, value communication, and habit formation emerge as focal points. Transparency in green commitments, delivering tangible guest benefits, and encouraging repeated eco-friendly behaviors may collectively create a virtuous cycle of loyalty in the green hospitality sector.
This research’s nuanced dissection of the interplay between psychological constructs and structural green practices enriches the dialogue on sustainable tourism. It pushes the conversation past simplistic assumptions that environmental policies alone drive business success, emphasizing the psychological mechanisms that turn eco-efforts into enduring guest commitment.
In an era marked by intensifying climate challenges and evolving consumer ethics, understanding how to cultivate genuine green engagement is indispensable. This study paves the way for more holistic models that capture the complexity of consumer behavior in sustainable contexts, urging further exploration into the human dimensions of going green.
As the hospitality industry pivots towards greener pastures, blending rigorous empirical insights with strategic sensitivity will determine which establishments flourish in this eco-conscious future. Research such as this serves as a beacon, guiding practitioners and scholars to harness the subtle nuances that govern the nexus of trust, value, satisfaction, habit, and corporate eco-practices.
Ultimately, this investigation not only offers a roadmap for enhancing re-patronage in Malaysian green hotels but also contributes significantly to the global discourse on sustainable consumption. Through its layered analysis and practical revelations, the study ignites critical thinking about how businesses can achieve both environmental responsibility and economic resilience.
Subject of Research: The factors influencing re-patronage intentions of guests in Malaysian green hotels, including the roles of green trust, green value, guest satisfaction, corporate green practices, and habit, within sustainable hospitality contexts.
Article Title: Modeling the re-patronage intention of Malaysian green hotels using expectation-confirmation theory and theory of perceived value.
Article References:
Xu, X., Masukujjaman, M., Sobhani, F.A. et al. Modeling the re-patronage intention of Malaysian green hotels using expectation-confirmation theory and theory of perceived value. Humanit Soc Sci Commun 12, 1540 (2025). https://doi.org/10.1057/s41599-025-05852-2
Image Credits: AI Generated
