Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values

Abstract As a value‐added business strategy, many companies have planned and implemented green practices to promote their brands and contribute to sustainable development. This study aims to investigate how green practices build consumer brand identification for luxury hotel companies. Multivariate techniques and structural equation modeling were used to analyze a sample of 601 luxury hotel guests in China. The findings indicate that green hotel practices are positively related to consumer brand identification, and this relationship is positively mediated by perceived green service innovation, perceived utilitarian value, and perceived hedonic value. Furthermore, perceived utilitarian value and perceived hedonic value positively mediate the perceived green service innovation–consumer brand identification link. A robustness test with another sample data of 396 hotel guests was conducted, and this test confirmed the findings. This study provides several important implications for researchers and managers of the luxury hotel sector who aim to build customer brand identification from a green strategy perspective.