Green Communication and Satisfaction of Employees and Customers in Vietnam Hospitality Outlets: Mediating and Moderating Roles of Resource Use and Training

ABSTRACT This study examines how green communication influences customer and employee satisfaction in Vietnamese food and beverage outlets through the mediating role of perceived green resource use and the moderating role of green training. Data were collected from 399 respondents, including 161 employees and 238 customers across 60 outlets in Vietnam, and analyzed using outlet‐level aggregation and partial least squares structural equation modeling. The findings reveal that green communication enhances customer satisfaction both directly and indirectly through perceived green resource use. In contrast, the direct effect on employee satisfaction is not significant, with the relationship operating instead through perceived green resource use. The results also show that green training strengthens the relationship between green communication and perceived green resource use. These findings provide important implications for hospitality managers seeking to align communication, visible green practices, and employee capability building to improve employee and customer satisfaction.