Perceived green psychological benefits and customer pro-environment behavior in the value-belief-norm theory: The moderating role of perceived green CSR

This study examines the intertwined relationships among green hotel customers' perceived green psychological benefits (PGPBs), green perceived value (GPV), self-efficacy belief, personal norms, perceived green corporate social responsibility (CSR), and pro-environment behavior, under the theoretical lens of the value belief norm (VBN) framework, which is an extended version of the norm activation model (NAM). Previous research into these relationships remained mixed, fragmented, and limited in the extant literature. Findings from 485 responses to the survey questionnaire show that U.S. green hotel customer PGPBs exert significant and positive impacts on customer GPV, self-efficacy belief, personal norms, and pro-environment behavior. Self-efficacy belief influences personal norms, while personal norms are not susceptible to GPV. Moreover, perceived green CSR does not moderate the relationship between PGPBs and pro-environment behavior. This study offers important theoretical contributions, practical implications, and future research directions.