How hotel collaboration strategies influence green consumption intentions: the mediating role of warm glow
基于温暖光辉理论，通过三个情景实验发现酒店合作策略能显著提升客人绿色消费意愿，其中互惠策略比激励策略更有效，温暖光辉起中介作用，且受环境自我认同调节。
Drawing upon warm glow theory, this paper examines the effects of various hotel collaboration strategies on guests’ intentions to engage in green consumption. The findings from three scenario-based experiments reveal that hotel collaboration strategies significantly boost guests green consumption intentions, and reciprocal strategies prove to be more effective than incentive-based ones. Warm glow serves as a mediator in the association between hotel collaboration strategies and guests’ green consumption intentions, with reciprocal strategies fostering a stronger warm glow effect compared to incentive-based strategies. The mediating function of warm glow amid hotel collaboration strategies and guests’ green consumption intentions is regulated by environmental self-identity, thereby generating a moderated mediation effect on these intentions. This paper advances theoretical and empirical research on the application of collaborative strategy nudges in fostering green consumption within the hotel sector. It additionally makes contributions to the studies regarding warm glow and green consumption in hotels, presenting actionable insights for hoteliers who aim to effectively inspire guests’ green consumption intentions.