Drivers of green consumer behavior in hotels: The roles of green attitudes and environmental gardening identity (PLS-SEM and fsQCA evidence)

Employing Partial Least Squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) within the Theory of Planned Behavior framework, this study explores the impact of green knowledge and environmental beliefs on green consumers' behavior, highlighting the mediating role of green attitudes and the moderating impact of environmental gardening identity. A survey utilizing a five-point Likert scale was administered to consumers in Pakistan. Results indicate that green knowledge and environmental beliefs significantly affect green consumers’ behavior, with gardening identity enhancing and green attitudes facilitating the application of these practices, while fsQCA identifies complex configurations of these factors that sufficiently drive high green consumer behavior. The study reveals that a pronounced gardening identity bolsters the adoption of green practices, and a favorable green attitude is essential for translating environmental beliefs and green knowledge into practical actions by consumers. The study contributes to the academic understanding of sustainable hotel management by recommending that hotel managers cultivate environmental gardening identity and green attitudes through strategies such as gardening projects and green training. This approach is consistent with global sustainability trends and has the potential to improve hotel operations.