Understanding the role of CSR, Chinese values, and personality on the relationship between consumers' choice of Green Hotel and WOM in China

People have been increasingly aware of environmental protection. The green hotel is quite popular in developed countries, but there is limited research about green hotels in China. This study investigated Chinese consumers' perception toward green hotels, and the factors that influenced their choice of a green hotel, and the factors predicted their word-of-mouth after a purchase experience. Data was collected from 354 respondents. The results revealed that corporate social responsibility, Chinese values, and two personality traits (i.e., responsibility and self-consciousness) were significant predictors of consumers' choice of a green hotel. Word of mouth was also significantly influenced by Chinese values, responsibility, and consumers' choice of a green hotel. Discussion, implications, and future research opportunities were presented.