The Mediating Role of Perceived Consumption Values on Green Practices and Guests' Behavioural Response In 5-Star Hotels in Malaysia: A Conceptual Approach
List of Authors
Rasidah Hamid, Salehuddin Mohd Zahari, Siti Zuraini Ramley Alan, Wan Ahmad Nasroun Wan Salman
Keyword
Green Practices; Perceived Consumption Value; Willingness to Pay a Premium; S-O-R Theory; 5-Star Hotels
Abstract
This conceptual study explores the influence of green practices in the luxury hotel sector, with specific focus on the Malaysian context. As environmental sustainability gains prominence globally, hotels face pressure to integrate green initiatives into their operations. However, challenges persist in balancing these efforts with the expectations of luxury and exclusivity. Despite visible eco-friendly features, the impact of such practices on guests' post-consumption behaviour remains uncertain. The study addresses this gap by proposing a conceptual framework based on the Stimulus-Organism-Response (S-O-R) theory. It examines the relationship between perceived green practices availability (PGPA) and guests' behavioural response (BR), particularly their willingness to pay a premium (WTPP), with perceived consumption value (PCV), precisely emotional value (EMV), as a mediating factor. The framework highlights how emotional perceptions of value influence the way guests respond to environmental stimuli in the luxury hospitality setting. A quantitative, cross-sectional design is proposed, targeting domestic and international guests who have recently stayed in 5-star hotels in Malaysia. The study will employ Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the hypothesised relationships. The expected outcome is a validated model that can guide hotel operators in aligning green strategies with consumer consumption value perceptions, thereby enhancing competitive advantage without compromising luxury service standards. The research contributes to the theoretical understanding of consumer behaviour in sustainable hotels that offers practical implications for practitioners and policymakers. It aims to support Malaysia’s national sustainability goals and reinforce the relevance of integrating emotional value as a key component in driving eco-conscious guest decisions in the 5-star premium hotel market.