Past reflection and future selection: A study of green hotel choices

The effectiveness of green practices implemented in the hospitality industry is contingent upon consumer engagement. Time perspective has proven to significantly impact consumer behavior, but few studies of green hotels have paid attention to past time perspective. This study addresses this research gap by exploring how past time perspective influences the behavioral intentions towards green hotels. Findings show that a positive-past time perspective positively affects consumers' green hotel choices, whereas a negative-past time perspective adversely impacts these choices. Further, life satisfaction acts as a mediator in the relationship between past time perspective and behavioral intention towards green hotels. Also, age diminishes the effect of past time perspective on life satisfaction. This study enhances understanding of consumers' green hotel choices and addresses the undervalued aspect of past time perspective in temporal studies. The findings have implications for hotel managers in designing effective marketing strategies that encourage consumers’ green hotel choices.