How Customer Environmental Awareness, Responsibility, and Perceived Hotel Image Shape Pro-Environmental Practices and Drive Customer Loyalty

As environmental issues become increasingly prominent, the hospitality industry faces growing pressure to implement sustainable practices. Yet an observable paradox emerges: despite rising consumer environmental awareness, many hotels find their eco-friendly initiatives failing to reliably translate into customer loyalty. This study specifically analyzes how environmental awareness and responsibility contribute to pro-environmental behavioral intentions, subsequently shaping customer loyalty within the hospitality sector. This study examines survey data from 434 guests at three-star and above hotels in Hainan, employing purposive sampling and Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis. The results demonstrate two key relationships: first, environmental awareness and responsibility strongly related to pro-environmental intentions; second, these intentions are significantly linked to customer loyalty. Particularly noteworthy is the dual impact of perceived hotel image, which positively influences both pro-environmental intentions and loyalty directly - a finding that offers fresh insights into sustainable consumption dynamics. The research further documents the industry's shift from traditional green practices to circular economy approaches involving repair, reuse, remanufacture, and upcycle. Three operational dimensions emerge: waste reduction strategies, optimized resource utilization, and integrated sustainable operations. While market recognition of hotels' environmental efforts influences consumer psychology, maintaining competitive advantage requires ongoing commitment through authentic sustainability branding, verifiable eco-friendly operations, and substantive circular economy implementation. Government support through financial incentives and policy frameworks remains equally critical for industry-wide transformation. Ultimately, hotels that successfully execute these sustainability strategies stand to gain significant market advantages amid growing environmental consciousness.