Green hotel choice in the digital era: how online reviews and attitude towards sustainable practices shape booking intention

Purpose This study examines how online reviews and consumers' attitude toward sustainable practices influence green hotel booking intention, while also evaluating the role of perceived corporate environmental responsibility within online hospitality decision environments. The study seeks to better understand how sustainability-related evaluations are formed and interpreted during green hotel booking decisions. Design/methodology/approach Data were collected from 287 respondents familiar with green hotels and online hotel booking platforms. Covariance-based structural equation modelling (CB-SEM) was employed to examine the relationships among online reviews, attitude toward sustainable practices, perceived corporate environmental responsibility and booking intention within an integrated TPB and S-O-R framework. Findings Online reviews and attitude toward sustainable practices significantly influenced both perceived corporate environmental responsibility and green hotel booking intention. However, perceived corporate environmental responsibility did not significantly mediate the relationship between sustainability-related evaluations and booking intention. The findings suggest that although consumers may positively evaluate hotels' environmental responsibility, such evaluations alone may not always independently strengthen booking intention within online hospitality environments. Originality/value The study contributes to sustainable hospitality literature by integrating online review evaluation and sustainability-oriented consumer attitudes within a unified green hotel booking framework. It further offers evidence from the Indian hospitality context and highlights the importance of credible review-based sustainability communication in digitally mediated hotel booking environments.