The spillover effect of malicious envy on green hotel consumption
研究发现社交媒体上关于豪华酒店的口碑引发的恶意嫉妒，会通过降低游客的控制感和激发道德身份象征，意外地增加他们对绿色酒店的选择，对推广绿色消费有启示。
Word-of-mouth on social media about luxury hotels often triggers envy among tourists. This study proposes that the experience of envy may increase green hotel consumption. Based on compensatory control theory, we investigate whether, why, and when envy induced by word-of-mouth enhances green hotel consumption. We show that malicious envy reduces tourists’ perceived control, motivating them to signal their moral identity by choosing to stay at a green hotel. The results of five experiments support the spillover effect of malicious envy on green hotel consumption, and the effect is serially mediated by perceived control and moral identity symbolization. Moreover, the positive effect of malicious envy is attenuated among consumers with high social mobility and is strengthened among those who believe there is a trade-off between status and morality. The findings have implications for leveraging word-of-mouth on social media as a means to promote green consumption.