Effects of green messages and the presence of service robots on green evaluations of hotels

There is limited evidence on whether and how the presence of service robots can facilitate green communication and its impact on consumers. Through two experimental studies, this research investigates the effects of objective (vs. subjective) green messages on consumers’ green evaluations of hotels, with the moderating role of service robot (vs. human staff) presence. The results demonstrate that objective green messages lead to higher evaluations than subjective messages, and green message authenticity and perceived greenwashing partially mediate this relationship, with their chain mediating effect also being significant. Interestingly, while the impact of objective green messages communicated by service robots on green evaluations is significant, subjective messages communicated by service robots generate the lowest green evaluations. This study’s findings provide theoretical and practical implications for designing green messages and presenting service robots in green communication.