THE IMPACT OF ECO-BRAND IMAGE AND GREEN SATISFACTION ON HOSPITALITY CUSTOMERS

Pelin Candar, Mohammadsadegh Omidvar, Emre Ozan Aksöz, Tangal TURSYNOVA, Dorin Paul Bac

GeoJournal of Tourism and Geosites, 2026

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DOI 10.30892/gtg.662spl39-1800
Data confidence 70 medium
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Abstract

The aim of this research is to investigate the effect of eco-brand image and green satisfaction on consumer trust and brand equity, with the moderating role of environmental knowledge. The study also examines the effect of consumer trust and brand equity on customer loyalty. For this purpose, data were collected from 301 hotel guests who had stayed at Green Star certified hotels in Antalya within the last six months. The data were analysed using the Partial Least Squares (PLS) method within the Structural Equation Modeling (SEM) framework, implemented via SmartPLS software. The findings indicate that ecobrand image and green satisfaction have a positive and significant effect on consumer trust and brand equity. In addition, consumer trust and brand equity were found to have a positive and significant effect on customer loyalty. Regarding the moderating role of environmental knowledge, the results indicate that this variable significantly moderates only the relationships between eco-brand image and green satisfaction, as well as between eco-brand image and brand equity. In contrast, the moderating effect of environmental knowledge was not supported for the relationship between eco-brand image and customer trust, nor for the relationship between green satisfaction and customer trust. These findings suggest that while environmental knowledge enhances certain positive outcomes of eco-brand image, its moderating influence does not extend to relationships involving customer trust. These findings suggest that while environmental knowledge enhances certain positive outcomes of ecobrand image, its moderating influence does not extend to customer trust-related relationships. While previous research has examined environmental initiatives in various tourism sectors, studies focusing specifically on the hotel sector remain limited. Therefore, this research contributes to the literature by partially addressing this gap and reveals an emerging trend among Turkish consumers who increasingly expect hotels to adopt environmentally friendly practices.