Analysis of consumers’ green intentions in the inchoate hospitality industry of Pakistan

Purpose By using the value-belief-norm (VBN) theory, this study aims to analyze the impact of environmental concerns, consumers’ beliefs and norms on their green intentions toward the inchoate hospitality industry in the distinct sociocultural context of Pakistan. The study also aims to examine the influence of green trust as a moderator in the nexus of pro-environmental attitudes and green intentions. Design/methodology/approach Smart PLS 4.0.9.3 was used to analyze the data from 179 consumers from four- and five-star hotels in Pakistan. Findings Results suggested that environmental concerns, consumers’ beliefs, personal norms and subjective norms significantly contribute to pro-environmental attitudes, with personal norms as the strongest contributor. These pro-environmental attitudes further demonstrate consumers’ green intentions, while green trust significantly moderates this nexus. Practical implications The hospitality industry should align its marketing with Islamic values to promote green practices. Hotels should pursue credible sustainability certifications to build trust and combat greenwashing. Policymakers can offer community workshops to raise environmental awareness and tax incentives to foster green practices. Originality/value This study extends the application of the VBN framework to Pakistan’s hospitality industry, an underexplored Islamic market. This implication of the VBN model to examine consumers’ intentions highlights how personal and societal values rooted in religious beliefs shape green intentions toward the hospitality industry in the emerging Islamic economy.