Going green and staying loyal: how different are generation Z travellers towards green brand loyalty of hotels

Purpose This study aims to examine the influence of collectivism, brand prestige and brand identification on green brand loyalty among Generation Z and older generation travellers in India. Loyal consumers are essential for the long-term success of hotels. Design/methodology/approach A single cross-sectional design is used in the study, with a total of 277 Generation Z and 299 Older generation travellers surveyed directly at three different tourist destinations in India. The PLS-SEM approach is used to analyse the data. Findings The study’s findings showed that among Generation Z travellers, factors such as collectivism, brand identification and brand prestige play a significant role in shaping green brand loyalty towards hotels. Furthermore, we noted that collectivism directly influences brand prestige and identification. Conversely, for the older generation, the study did not substantiate the impacts of collectivism on green brand loyalty nor the relationship between brand identification and green brand loyalty. Originality/value This study uniquely contributes to the literature by revealing generational differences in the influence of collectivism and brand factors on green brand loyalty within the Indian hotel industry.