Who goes to the green hotel? The role of face consciousness and ethical mindedness

Purpose Based on the Hunt–Vitell theory of ethics, this study examines the interrelationships among face consciousness (FC), ethical evaluations (deontological and teleological) and their collective influence on consumers’ selection of environmentally sustainable accommodations. Design/methodology/approach This study elucidates significant correlations between variables within the context of eco-conscious hotel preferences using data from Korean consumers. Partial least square (PLS) modeling is utilized to evaluate the proposed hypotheses. Findings Analysis of Korean consumer data reveals that face consciousness (FC) significantly influences both deontological evaluation (DEON) and ascription of responsibility (AR). The study finds that teleological evaluation (TEL) positively affects DEON, with both ethical evaluations showing positive correlations with green purchase behavior. Notably, AR moderates the relationship between TEL and DEON, with higher AR strengthening this association, as validated through Johnson-Neyman technique analysis. The importance-performance matrix analysis (IPMA) identifies DEON as the critical factor requiring attention, suggesting a key area for improving environmental behavior outcomes. Practical implications Highlighting face consciousness (FC), especially in East Asian contexts, can motivate group-oriented eco-choices. Emphasizing personal accountability also boosts ethical decisions. Hotels should provide transparent sustainability data appealing to both duty-based and outcome-driven reasoning. This dual strategy could significantly enhance consumer commitment, bridging the gap in sustainable hospitality practices. Originality/value Combining face consciousness, ascription of responsibility and ethical evaluations into a single model, this study clarifies how these factors drive eco-conscious purchasing within tourism. While each variable has been separately examined, this integrated framework offers a more comprehensive view of green consumption, filling a critical gap in current knowledge.