Cultivating consumer extra-role behaviors via green psychological benefits: the roles of gratitude and perceived consumer effectiveness

Despite the growing interest in sustainable hospitality, limited research has explored the psychological benefits consumers derive from green hotels and their influence on consumers’ emotions and behavioral outcomes. By utilizing cognitive behavioral theory, this study investigates how perceived green psychological benefits (PGPBs) lead to green consumer citizenship behavior and willingness to sacrifice. We collected two distinct data sets (n1 = 463 and n2 = 387) from guests at different green hotels in Taiwan to examine and validate the research model. The analysis results using structural equation modeling reveal that PGPBs positively affect green consumer citizenship behavior and willingness to sacrifice. Furthermore, these relationships are mediated by gratitude and are strengthened for consumers with high levels of perceived consumer effectiveness. These findings provide valuable insights for researchers and hoteliers to design effective strategies that foster positive emotions and inspire consumers to engage in extra-role behaviors.