A green pathway to luxury tourists’ subjective well-being: applying eudaimonic identity and signalling theories

Purpose Recently, luxury hotel marketers and guests both have shown keen interest in green practices. Based on the eudaimonic identity theory and signalling theory, this study explores the association between green self-identity (GSI), green luxury consumption behaviour (GLCB) and subjective well-being (SWB) by investigating mediating and moderating relationships. Design/methodology/approach Data were collected from 302 respondents from India. A quantitative online survey methodology was implemented to examine the consumption behaviour of affluent Indians towards sustainable luxury hotels. Structural equation modelling was used to investigate relationships between constructs. Findings The findings revealed that GSI is positively related to tourists’ consumption behaviour and their SWB. Further, green certification and green trust mediate the association between GSI and GLCB. Results confirmed the moderating role of firm-generated content (FGC) on mediated paths. Practical implications The study proposes numerous managerial implications. It underlies the need to consider identity aspects while designing strategies for attracting luxury tourists. It also highlights the importance of FGC in bringing positive emotions among the guests, leading to inner fulfilment and greater SWB. Originality/value The present study contributes to green hospitality and tourism literature using eudaimonic identity and signalling theory to test the proposed relationship between GSI, green luxury consumption and SWB.