Triggering customers to go green: dual pathways to integrity

Purpose Drawing on information processing theory (IPT) and construal level theory (CLT), this paper aims to explore how environmental-benefit (EBA) and monetary-benefit appeals (MBA) shape customers’ pro-environmental behavior (PEB) in hospitality, examining cognitive mechanisms (perceived integrity, green perceived value, perceived fairness) and moderating effects of appeal timing. Design/methodology/approach Three scenario experiments analyze cognitive responses to EBA, MBA and control conditions. Mediation and moderation effects are tested through serial mediation (Study 2) and timing-based interactions (Study 3). Findings EBA/MBA enhance PEB intention via perceived integrity. Green perceived value, perceived fairness and perceived integrity serially mediate effects. Appeal timing moderates’ effectiveness: distant timing favors EBA, close timing favors MBA. Practical implications Practitioners should align green messages with cognitive mechanisms for more effective sustainability communication, while prioritizing perceived integrity through transparent communication to effectively promote customers’ PEB. Originality/value This study advances IPT by identifying dual cognitive mechanisms – heuristic and systematic – through which EBA and MBA shape PEB and by positioning perceived integrity as a central mediator. By incorporating appeal timing – a boundary condition grounded in CLT, it clarifies when and how green appeals work best, offering theoretical refinement and actionable strategies for sustainable hospitality.