Nature-based solutions, mental health, well-being, price fairness, attitude, loyalty, and evangelism for green brands in the hotel context

Given that the polluted environment affects human health, Nature-Based Solutions (NBS) is becoming an emerging issue in the hospitality and tourism industry. This research is designed in order to explore the influence of NBSs on Green Brand Evangelism (GBE) through mental health, emotional well-being, Green Brand (GB) attitude, and Green Brand Loyalty (GBL) in the hotel industry by considering the moderating effect of price fairness. Our theoretical model was built based on the Stimulus-Organism-Response (S-O-R) theory, which successfully embraces the NBS framework, GBL, and GBE. Our findings based on an online survey reveal that NBS as a second-order construct, which embraces the four first-order elements, significantly improves guests' perception of mental health and emotional well-being. The direct and indirect effects of mental health, emotional well-being, GB attitude, and GBL also uncovered and significantly impacted GBE. The hypotheses were generally supported. Furthermore, the moderating impact of price fairness was found.