The role of green self-identity in shaping consumer loyalty and repurchase intentions: a moderated mediation model in green marketing

Purpose This study explores how green marketing practices adopted by eco-certified hotels in China affect guests’ repurchase intention. Drawing on the resource-based view, it examines the sequential mediation of green brand image and customer loyalty and investigates how green self-identity strengthens the transformation of green resources into sustained customer commitment. Design/methodology/approach A structured survey was conducted among 598 guests who had recently stayed at eco-certified hotels in China. Established seven-point Likert scales measured key constructs. Structural equation modelling tested direct, mediated and moderated relationships. Robustness checks included common method bias assessment and multi-group analysis to confirm the validity and reliability of findings. Findings Green marketing significantly enhances green brand image, which boosts customer loyalty, ultimately increasing repurchase intention. Green self-identity positively moderates the effects of green marketing on brand image and loyalty, amplifying the indirect paths. Originality/value This study extends the resource-based view by illustrating how green marketing resources can be transformed into competitive advantages through psychological mechanisms. It clarifies the mediating and moderating roles within a single framework, offering new insights for eco-certified hotels seeking to convert environmental initiatives into long-term customer loyalty and repeat patronage.