Linking Green Value Cocreation Experience and Customer Brand Engagement in the Luxury Hotel Context: The Role of Green Satisfaction, Emotional Attachment, and Environmental Apathy

ABSTRACT Previous studies have largely ignored the role of green practices as a value cocreation strategy to generate positive experiences for consumers and retrieve their values for luxury hotels. By adopting service‐dominant logic and engagement theory, this study establishes a model focusing on green value cocreation experience, including green participation and green value in use, as the starting point that leads to green satisfaction and emotional attachment and ultimately, customer brand engagement with environmental apathy as a boundary condition. To test the hypotheses, partial least squares structural equation modeling (PLS‐SEM) is utilized on a sample of 401 luxury hotel guests. The testing results confirm the proposed hypotheses, suggesting that green value cocreation experience can foster green satisfaction and emotional attachment and finally, customer brand engagement under the moderating role of environmental apathy. Based on the results, some important theoretical and practical implications are proposed.