Understanding the Nexus between Social Commerce, Green Customer Citizenship, Eco-Friendly Behavior and Staying in Green Hotels
Thus, this paper sets out to examine the potential role of social commerce and green customer citizenship in shaping and promoting eco-friendly behaviors and staying in hotels. Specifically, this study examines (1) the direct impact of social commerce on eco-friendly behavior and staying in green hotels (SGH), (2) the mediating effect of eco-friendly behavior on the linkage between social commerce and staying in green hotels, and (3) the moderating role of green customer citizenship on the association between the three dimensions of social commerce (i.e., “recommendations and referrals, forums and communities, ratings and reviews”) and eco-friendly behaviors in green hotels. The examination of this nexus is not only academically intriguing but also holds the potential to shape a greener and more socially responsible future. The findings from examining the impact of social commerce and green customer citizenship on eco-friendly behavior present broad implications for businesses and policymakers. By unraveling the dynamics between these variables, businesses and policymakers can capitalize on the synergies to create a more sustainable and environmentally conscious consumer landscape.
5. Discussion and Theoretical Implication
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