Hotel sustainability practices, social identity and customer citizenship behaviour (CCB) in an emerging country: a moderation-mediation approach

Purpose By integrating social exchange and social identity theories, this study analyses the effect of the environmental aspect of hotel sustainability practices on customer citizenship behaviour (CCB). It also investigates the mediating role of social identity in the relationship between hotel environmental sustainability practices and CCB. Furthermore, the moderating effects of age and gender are examined both in the relationship between hotel environmental sustainability practices and social identity and between social identity and CCB. Design/methodology/approach A total of 358 responses were gathered from hotel guests using a quantitative method. Structural equation modelling was used for data analysis. Findings The findings demonstrate that some elements of hotel sustainability practices significantly influence CCB both directly and indirectly through social identity, with age strengthening the relationship between sustainability practices and social identity, while gender positively moderates the influence of social identity on CCB. Research limitations/implications The results of this study will improve hotel managers’ and policymakers understanding of how environmental sustainability practices and demographic differences effectively foster CCB in Ghana’s hotel industry. Originality/value To the best of the authors’ knowledge, this study is amongst the first to examine a comprehensive framework of hotel sustainability practices, social identity and CCB in Ghana, an emerging country.