What drives participation in green loyalty programmes? Examining reactance, guilt and staff attractiveness
研究通过实验发现，顾客对不参与酒店绿色忠诚计划的内疚感能抵消其抗拒心理，而员工吸引力仅在低内疚时影响参与意愿。
Purpose This study aims to address the challenge of encouraging customers to join hotels’ green loyalty programmes (LPs) by examining the impact on customers’ decisions of their trait reactance, anticipated guilt and the physical attractiveness of service employees. Design/methodology/approach The authors conducted three preliminary studies and one main study using scenario-based online surveys targeting Chinese hotel customers. The first two preliminary studies (N1A = 100, N1B = 158) explored the negative emotions (guilt vs. shame) linked to non-participation in green LPs, while the third study (N1C = 110) examined gender’s role in perceived physical attractiveness. The main study (n = 836) tested the three-way interaction effect. Findings This analysis confirms that guilt, rather than shame, plays a significant role in the decision-making process for participating in green LPs. The results reveal that trait reactance strongly deters participation intention when customers anticipate low guilt and perceive service employees as less attractive. Notably, higher anticipated guilt renders trait reactance ineffective in influencing intentions, regardless of employees’ attractiveness. Research limitations/implications The results reveal that a high level of anticipated guilt is the key to boosting customers’ intention to participate in a hotel’s green LP, which can mitigate the negative impact of customers’ trait reactance. Originality/value To the best of the authors’ knowledge, this is the first study to demonstrate how anticipated guilt can lessen the negative effects of customers’ trait reactance on their intention to participate in green LPs. In addition, the findings reveal that guilt not only narrows customers’ attentional focus but also influences how the attractiveness of service employees affects their decision-making processes. the work introduces a new angle on how emotional responses (anticipated guilt) interact with physical cues (employee attractiveness) in shaping customer decisions concerning the hotel’s green initiatives.