Understanding the Nexus between Social Commerce, Green Customer Citizenship, Eco-Friendly Behavior and Staying in Green Hotels

Understanding the factors and motivations that drive consumers to engage in eco-friendly behavior within the realm of social commerce is essential to provide insights into crafting targeted marketing efforts and campaigns. By aligning eco-friendly initiatives with the inherent motivations of social commerce users, businesses can enhance the effectiveness of their sustainability efforts. Despite that, limited research has investigated the potential impact of social commerce, aligned with green customer citizenship, on eco-friendly behavior and staying in green hotels. To address this gap, this study aims to examine the level to which social commerce practices contribute to shaping customers’ eco-friendly behavior in the context of eco-friendly hotels. A quantitative approach design using a questionnaire survey to collect primary data was conducted. Based on valid responses from 336 participants, a structured equation modeling was performed using Smart PLS 4.0 to examine the conceptual model and justify the hypotheses of the study. The findings highlighted the critical role of social commerce in shaping customer eco-friendly behavior and staying in green hotels. The results also confirmed the moderating role of green customer citizenship in supporting the linkage between social commerce and customer eco-friendly behavior in hotel settings. These results contribute to the growing hospitality body of knowledge and provide some valuable practical implications enabling eco-friendly hotels to leverage social commerce as a medium for promoting green initiatives and services.