Do green servicescape and perceived quality determine consumerism and its consequences?

Purpose Hotel servicescapes have been extensively examined in the literature; however, there has been less attention on green servicescapes that attract consumers to visit green hotels. This model explores the relationship among green servicescapes – green items, green surfaces, natural environment, green consumerism and their outcomes, including intentions to return and green evangelism with a moderating role of green perceived quality. Design/methodology/approach The multi-wave method was utilized to gather data from China's major cities, Beijing and Shanghai. A total of 462 responses were received over three waves. Subsequently, the data were analyzed employing structural equation modeling (SEM) in Smart PLS 4. Findings The findings indicated that green servicescape – green items, green surfaces and natural environment – have a positive impact on green consumerism. The authors have discovered that green consumerism leads to positive intentions among consumers to return and engage in green evangelism. Green perceived quality significantly moderated the relationship between green servicescape and green consumerism. Research limitations/implications The study offers insightful contributions to academia and managerial fields, encompassing consumer psychology, consumer behaviour, the stimulus-organism-response (SOR) framework and servicescapes. Additionally, it assists hotel managers in addressing challenges stemming from the competitive environment and creating a more environmentally friendly atmosphere. Originality/value The research focused on the innovative reflective model of green consumerism model and adopted a pioneering approach to examine green servicescapes within the hotel industry. This study enhances understanding of consumer intentions to return and the influence of green consumerism on green evangelism, while also quantifying the significance of green perceived quality.