Green Innovation Practices and Guests’ Return Intention: Mediating Roles of Green Image, Guest’s Positive Mood and Satisfaction

The awareness of green innovation practices (GIP) is trending globally. It is still unclear how guests’ return intentions support GIP. Based on the theory of planned behavior (TPB) and innovation theory, this study explored the influence of GIP on guests’ return intention through the mediating role of green hotel image, guests’ positive mood, and guests’ satisfaction. Data was collected from 1,058 hotel guests and analyzed by utilizing PLS-SEM. The findings confirmed all the hypotheses, except water-saving didn’t affect guests’ positive mood, and energy-saving didn’t affect guests’ satisfaction, thus green hotel image, guest satisfaction, and guests’ positive mood mediated the relationships between GIP and guests’ return intentions. This study enriches GIP and customer behavioral intentions literature in the hospitality industry, hotel managers focus on GIP to improve guests’ satisfaction, and positive moods to enhance guests’ return intentions to the hotels, the results provide some suggestions for future research and managers of the hospitality sector with practical recommendations. JEL codes : 03; M0