Fostering eco-friendly behaviors in hospitality: engaging customers through green practices, social influence, and personal dynamics

Purpose This study aims to delve into the intricate dynamics of customers’ pro-environmental behavior, examining the impact of external stimuli like hotel green practices (as contextual factors); internal stimuli, i.e. perceived consumer effectiveness, perceived environmental responsibility and pro-environmental self-identity (as individual factors); and social norms as social factors, on customers’ engagement in sustainable consumption (CEISC) and subsequent pro-environmental behaviors (PEBs). Design/methodology/approach An age-based quota sampling technique was used to gather data from customers visiting hotels in Pakistan. SmartPLS v.4 software was used to analyze the data, applying structural equation…