THE IMPACT OF GREEN BRAND POSITIONING ON GUEST ATTITUDES AND PURCHASE DECISION IN HOSPITALITY AND TOURISM INDUSTRY: A MEDIATED-MODERATED MODEL

Abstract

This study investigates the influence of green brand positioning (GBP) on green brand attitude (GBA) and green purchase decision (GPD) within the tourism and hospitality sector. Drawing upon an integrated theoretical framework encompassing both signaling theory and the theory of planned behavior, the research also examines the mediating role of green brand image (GBI) and the moderating effect of green trust (GT). Data were collected from 479 customers who dealt with Egyptian green hotels and category-A travel agencies and analyzed using the partial least squares structural equation modeling (PLS-SEM) approach. The findings indicate that GBP significantly and positively impacts GBA, GPD, and GBI. Furthermore, GBI demonstrates a positive influence on both GBA and GPD, partially mediating the relationships between GBP and GBA, and GBP and GPD. Crucially, GT was found to positively moderate the relationships between GBI and GBA, and GBI and GPD. The study offers meaningful theoretical contributions by extending the application of Signaling Theory and the Theory of Planned Behavior to the hospitality and tourism sector—a credence-driven service industry where green claims are often difficult for consumers to verify. The research provides a more nuanced understanding of how environmentally oriented brand signals are communicated by firms and interpreted by consumers to shape their attitudes and behavioral intentions. This dual-theoretical lens helps bridge the gap between brand-level communication and individual-level decision-making. From a practical standpoint, the findings offer valuable guidance for hospitality marketers seeking to cultivate authentic green brand positioning. Specifically, the study highlights how green brand image and consumer trust act as key psychological levers that influence purchase decisions.