How does environmental corporate social responsibility promote green word-of-mouth? A moderated mediation study in the hotel industry

Data were obtained from 749 Chinese respondents using an online survey. Moderated mediation regression analysis reveals that hotels’ ECSR enhances consumers’ green WOM intention directly and indirectly via green perceived value (i.e., cognitive route) and green hotel pride (i.e., emotional route). Moreover, these relationships are positively moderated by consumer social responsibility. This moderated mediation study contributes to the green hotel and social responsibility literature and its findings offer practical insights for hoteliers to develop genuine environmentally responsible initiatives that can generate positive consumer response.