Effect of customers’ subjective knowledge on accepting ESG (environmental, social, governance) activities in the hospitality industry

Research on the adoption of environmental social governance (ESG) activities from a customer perspective has been rarely conducted in the hospitality literature. Hence, applying learning process theory, this paper aims to examine how customers' subjective knowledge of ESG affects their perceived ESG benefits through awareness, which in turn, influences their visit intention. Through one preliminary study and two studies, this work confirms the mediation of awareness and perceived ESG benefits in the relationship between subjective knowledge and visit intention. The findings highlight the importance of developing marketing strategies to inform and educate customers about ESG better.