Symmetrical and asymmetrical analyses of hotel guests’ pro-environmental behaviours
本研究结合计划行为理论和社会影响理论，通过对称（PLS-SEM）和非对称（fsQCA）方法分析环保意识与社交媒体广告如何共同影响酒店顾客的亲环境行为，为酒店管理者提供营销与政策建议。
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.