Ji Shuang and Joann P. S. Lim

Abstract: This study explores the influence of green values on customers’ intention to select green hotels in Beijing, focusing on the role of environmental concern, perceived green benefits, and perceived green costs. Using a quantitative research design, the study identifies four dimensions of perceived green benefits, such as functional, emotional, social, and cognitive, along with three dimensions of perceived green costs including monetary, explicit and implicit costs. The findings reveal that environmental concern significantly influences both perceived green benefits and costs, which in turn predict customers’ purchase intentions. Furthermore, perceived green benefits and perceived green costs mediate the relationship between environmental concern and behavioural intention, highlighting their role in green consumer behaviour. These insights help explain the gap between pro-environmental attitudes and purchase behaviour. The study offers practical implications for managers by emphasising strategies to increase customers’ green awareness and enhance communication on the value of eco-friendly offerings. Despite focusing on pre-purchase perceptions and relying on a convenience sample in Beijing, this study extends current literature by integrating the Social Exchange Theory and examining multi-dimensional perceived values within the green hotel context.

Keywords: Environmental concern, green hotel, green hotel purchase intention, green values, Social Exchange Theory