Translating Sustainability into Customer-Perceived Value: A Social Exchange Theory Perspective on Pro-Environmental Work Behavior in Ghana’s Hospitality Sector

Sustainability has become a significant concern in the tourism and hospitality industries. There is an increasing emphasis on how a company’s operations and employees influence customer experiences and value. This study employed the Social Exchange Theory to investigate the impact of sustainability-oriented practices on customer-perceived values, with pro-environmental work behavior serving as a mediator. Data obtained from employees in the tourism and hospitality sector in Ghana were analyzed using Harman’s single factor test in SPSS version 24 and partial least squares structural equation model in SMARTPLS version 4. The study revealed that sustainability-oriented practices significantly enhance both perceived customer values and pro-environmental work behavior. Further, pro-environmental work behavior was found to have a significant influence on customer-perceived values. Finally, the study revealed that pro-environmental work behavior partially mediated the positive relationship between sustainability-oriented practices and customer-perceived values. These findings underscore the importance of incorporating employee-driven environmental behaviors into sustainability initiatives, offering both theoretical insights through the Social Exchange Theory and practical guidance for enhancing customer value in the hospitality industry.