Going Green and Staying Loyal: How Different are Generation Z Towards Green Brand Loyalty of Hotels
Website:
Submit a Paper:
Article link:
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.
1 view
6982
2625
14 hours ago 00:00:49 1
Walter White in Half-Life 2
1 day ago 00:01:19 7
N&N [gta in desc]
1 day ago 00:03:04 1
Suicide Squad ISEKAI | Opening and Closing Theme | DC
2 days ago 00:00:34 1
BIG BOI GREEN #cardevolution #animation #clashroyale
2 days ago 13:55:51 1
🟥🅻🅸🆅🅴🏖️Spain`s Beachs Virtual Tour📸Visit España Coast Line🏝️by Webcams🌊Catalonia🌞Canary⛱️Balearic👙
2 days ago 00:55:35 1
Древняя религия аборигенов АВСТРАЛИИ
2 days ago 00:05:14 1
What Color Is it? Song | Learn 11 Colors | Learn English Kids
2 days ago 01:35:08 1
Deep Purple Live Bilbao (Full) 15-06-2024
2 days ago 00:02:04 1
Leslie Nielsen in Detroit: Become Human
3 days ago 00:02:21 1
Stephanie Jones plays Ross Edwards’ “Blackwattle Caprices: Mov. 2“ on a 2023 Sergio Pérez guitar
3 days ago 00:02:32 1
Green Day - Good Riddance (Time of Your Life) [Official Music Video] [4K UPGRADE]
3 days ago 00:01:30 1
Dr. Livesey Phonk Walk but it’s DMC characters in Hell
3 days ago 00:39:29 1
20 Years of Guitar Progress (self-taught)
3 days ago 00:00:18 1
Here’s the new BMW M5
3 days ago 00:03:56 4
Rachmaninoff Paraphrasing Mendelssohn : A Midsummer Night’s Dream. Scherzo - Lugansky
3 days ago 00:00:38 1
Why do I hear boss music?
3 days ago 00:08:42 1
Тур в Коимбатур в ашрам Садхгуру Иша. Как это было в июне
3 days ago 00:03:07 1
Haiku Hands - Nunchucka (Official Video)
4 days ago 00:16:31 1
150 Hit Songs of 1970 (Re-Upload)
4 days ago 00:03:51 1
Pembrokeshire Wales 4K Cinematic Drone Video
4 days ago 00:03:16 1
What’s in the Window - Toys | Fun Kids English
4 days ago 00:03:48 1
BLACKGOLD - Social Blackout (Official Music Video)
4 days ago 00:02:24 1
Inside This $799,000 Townhouse | 20-8130 136a Street Surrey, BC
4 days ago 00:07:01 1
New Order - Temptation (Official Music Video) [HD Upgrade]