Influence of brand experience on customer inspiration and pro-environmental intention

This study aims to examine the potential predictors of customers’ pro-environmental intention based on the Stimulus–Organism–Response framework. PLS-SEM was used to tests the hypotheses using a sample of 217 green hotel customers. The results reveal that brand experience and customer inspiration significantly affect pro-environmental intention. Further, the results show customer inspiration significantly mediates the relationship between green hotel brand experience and pro-environmental intention. This study clearly shows the relationship between green hotel brand experience, customer inspiration and pro-environmental intention. Thus, this article contributes to exiting hospitality studies by identifying gaps and proposing a holistic view to understand customers’ pro-environmental intention in the green hotel industry.