How Green Marketing Influences Customers’ Green Behavioral Intentions in the Context of Hot-Spring Hotels

This study explores the mediating effects of green innovation, green image, and green perceived value on the relationship between green marketing and green behavioral intention to understand the impact of green marketing on customers’ green behavioral intentions in the context of hot-spring hotels. Additionally, the moderating effect of destination trust on the relationships among green innovation, green image, green perceived value, and the green behavioral intention was also explored. A total of 300 valid responses were collected from hot-spring hotel customers in Jiaoxi, Taiwan. Structural equation modeling was used to analyze the data. The results revealed the following: (1) green image and green perceived value mediates the relationship between green marketing and behavioral intention, among which green perceived value showed a stronger mediating effect; (2) green innovation does not mediate the relationship between green marketing and behavioral intention, implying that the degree of green innovation services provided by hot-spring hotels does not provide customers with a memorable experience; (3) the effects of green innovation, green image, and green perceived value on green behavioral intention were moderated by destination trust, indicating that hot-spring hotel operators need to pay attention to customers’ perception of destination trust. On the whole, customers’ trust in tourist areas and their recognition of the green marketing activities of hot-spring hotels seem to have green consumption value, which positively impacts customers’ green behavioral intentions, thereby bringing economic benefits to hot-spring hotels.