Can environmentally friendly hotels lead customers to green behaviors? Evidence from the stimulus–organism–response model and social cognitive theory

Purpose Using the stimulus–organism–response model and social cognitive theory, this study aims to examine how environmentally friendly hotels influence customers’ green patronage intention and green word-of-mouth. The study explored the mediating effects of hedonic value and utilitarian value and the moderating role of environmental concern. Design/methodology/approach Data were collected from 200 customers of environmentally friendly hotels in Iran and analyzed using structural equation modeling (SEM) with Mplus (version 8.3) software. Findings The results indicate that environmentally friendly hotels positively influence hedonic and utilitarian values, as well as green patronage intention and green word-of-mouth. Additionally, hedonic and utilitarian values partially mediate these associations in a positive way. Environmental concern also moderates the effects of environmentally friendly hotels on hedonic and utilitarian values. Originality/value To the best of the authors’ knowledge, this is the first study to investigate the antecedents and influencing factors of green patronage intention and green word-of-mouth in the tourism sector by integrating the stimulus–organism–response model and social cognitive theory.