Symmetrical and asymmetrical analyses of hotel guests’ pro-environmental behaviours

Liang, Xiaoxin, Sthapit, Erose ORCID: https://orcid.org/0000-0002-1650-3900 and Prentice, Catherine (2025) Symmetrical and asymmetrical analyses of hotel guests’ pro-environmental behaviours. International Journal of Contemporary Hospitality Management. ISSN 0959-6119

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Abstract

Purpose: This study aims to examine the influence of pro-environmental awareness and social media advertising on hotel customers’ pro-environmental behaviours. The theory of planned behaviour (TPB) and social impact theory (SIT) are applied to investigate how environmental and advertising-related factors interact to shape customers’ behavioural outcomes. Design/methodology/approach: The study employed an online survey in this study, with a focus on customers who recently stayed at a hotel and engaged in pro-environmental behaviours. Both symmetrical (partial least squares–structural equation modelling [PLS–SEM]) and asymmetrical (fuzzy set qualitative comparative analysis [fsQCA]) methods were used to analyse the roles of subjective norms, pro-environmental attitudes and perceived behavioural control in driving pro-environmental accommodation behaviours. Findings: The results highlight the mediating role of subjective norms and attitudes in translating environmental and advertising influences into pro-environmental behaviours. The findings underscore the synergistic effects between environmental awareness and advertising characteristics, highlighting their combined impact on customer behaviour. Practical implications: This study provide guidelines for hotel managers and policy makers to promote customer incentives, differentiated social media communication strategies and a green certification system with cross-sectoral collaboration to promote customer eco-behaviour effectively and to facilitate the sustainable transformation of the hospitality industry. Originality/value: By integrating the TPB and SIT, this study advances the theoretical understanding of the interplay between environmental awareness and advertising strategies. Further, the use of both PLS–SEM and fsQCA offers a comprehensive perspective, bridging the gap between statistical and configurational analyses.