Linking Green Marketing Practices to Hotel Financial Value: The Roles of Corporate Social Responsibility and Top Management Environmental Commitment

The study proposed a framework to explore the relationship between green marketing practices (GMPs) and the financial performance of hotels, with corporate social responsibility (CSR) as a mediator and top management environmental commitment as a moderator. Using purposive sampling, data were collected from 668 hotel managers across China within 4 months from June to September 2025, and analyzed using structural equation modeling. The study finds that GMPs significantly influence CSR and hotel financial performance, and CSR significantly directly and indirectly influences hotel financial performance. Further, top management's environmental commitment significantly moderates the GMPs–CSR and GMPs–hotel financial performance linkages. The results contribute to the literature of CSR and green marketing by revealing that CSR acts as a credibility‐building process through which GMPs create hotels' financial value. It also contributes to previous studies by highlighting the role of top management environmental commitment as an important internal boundary condition that strengthens the impact of GMPs on CSR and financial‐based outcomes. The study suggests that hotels develop CSR initiatives that are consistent with green marketing strategies and messaging.