The impact of green hotel practices on customer in-role and extra-role behaviors: a cross-cultural perspective

Purpose Drawing on social exchange and value co-creation theories, this study aims to investigate how green hotel practices shape customers’ in-role (revisit intentions) and extra-role (green customer citizenship behavior) behaviors through customers’ perceived green benefits and costs. The moderating role of customers’ green knowledge and cultural differences are also explored. Design/methodology/approach Two studies were conducted using online surveys with a Chinese and a US sample. Partial least squares structural equation modeling was used to test the hypotheses in each study, followed by multigroup analysis to examine the two samples’ cultural differences. Findings Across both cultures, green hotel practices directly influence customers’ green citizenship behavior. Serial mediation pathways reveal that green practices influence revisit intention through perceived benefits/costs, followed by citizenship behaviors. Customer green knowledge consistently moderates the cost-reduction effects. Cross-cultural analysis reveals that Chinese customers respond more to green practices in value perceptions, while US customers experience more conversion from citizenship behaviors to loyalty intentions. Practical implications The findings provide actionable insights for managers to cultivate loyalty, primarily by structuring more opportunities for customer citizenship behavior – a critical bridge to revisit intention. It requires strategically enhancing benefits while mitigating perceived costs, and maximizing impact by tailoring communication to different cultural contexts. Originality/value This study offers a comprehensive analysis of green hotel practices by examining perceived value through perceived benefits and costs, and provides validation that cultural orientations shape customer responses to green initiatives.