From transaction to transformation: a configurational analysis of value drivers for green hotel commitment

Research on sustainable consumption remains fragmented, treating hedonic/utilitarian and ethical/environmental values as separate drivers of loyalty. This siloed view inadequately explains commitment in hybrid contexts such as green hotels, which are both a service experience and an ethical act. This study proposes the Dual-Value Internalization Model, integrating the Stimulus–Organism–Response (S-O-R) framework and Involvement–Commitment Theory to test how consumption and pro-environmental values jointly influence satisfaction, green involvement, and behavioural intentions. Using CB-SEM and fsQCA, data were collected from 458 guests at certified green hotels. Symmetric results show a dominant identity-transformation pathway: altruistic and green values are internalized via green involvement to drive commitment, outweighing the satisfaction–loyalty link. Asymmetric results identify four equifinal loyalty archetypes (e.g., Ethical Advocates, Satisfied Allies, Socially-Cued Adopters, and Green Pragmatists), revealing complex causal configurations. Overall, the study contributes a framework that more accurately predicts deep commitment by prioritizing value congruence and internalization over transactional satisfaction in sustainable hospitality.