earticle

영어

In the current pursuit of a green economy and environmental responsibility, the hospitality industry increasingly focuses on guests’ environmental participation, which serves as an important metric for measuring sustainable practices. A deep understanding of the psychological motivations behind guests’ environmental behaviors provides a basis for developing effective sustainability strategies. This study aims to explore the relationship between hotel customers' perceived social value of green hotels and their environmental behaviors. Drawing on social identity theory and self-presentation theory, this study posits that customers' perceived social value of green hotels influences their environmental behavior through self-identity and self-presentation. The study analyzed survey data from 344 hotel customers using Ordinary Least Squares (OLS) and SPSS Process Macro to test the proposed hypotheses and research model. The data was collected in China.The results indicate that customers' perceived social value of green hotels positively affects both reduction and reuse behaviors but does not influence recycling behavior. Additionally, the perceived social value of green hotels significantly positively impacts self-identity and self-presentation. Furthermore, self-identity mediates the relationship between perceived social value and both reduction and reuse behaviors, while self-presentation mediates the relationship between perceived social value and both reduction and reuse behaviors. The research findings enrich the field of environmental psychology, revealing the central role of perceived social value of green hotels in shaping individual environmental behaviors. This provides a new perspective for studying the psychological mechanisms of interaction between individuals and the environment. Additionally, empirical research has differentiated the various dimensions of hotel guests’ environmental behaviors, indicating that hotel managers need to adopt diverse strategies to promote comprehensive environmental behaviors. Moreover, the results provide strategic insights for the hotel industry, emphasizing the enhancement of customers' self-identity and self-presentation needs to foster their environmental engagement and promote broader implementation of environmental behaviors. These findings not only enrich existing theories but also offer practical guidance for the formulation of environmental strategies in the hotel industry.