From green CSR signals to revisit intention: The roles of perceived GCSR authenticity, guest satisfaction, and corporate reputation

Purpose This study examines how green corporate social responsibility (GCSR) influences hotel guests’ revisit intention through the serial mediating roles of perceived GCSR authenticity and green guest satisfaction, while assessing the moderating effect of corporate reputation. Drawing on signaling theory, it explains how guests interpret hotels’ environmental initiatives. Design /methodology/approach: A quantitative, cross-sectional survey was conducted among 539 guests staying at green-certified five-star hotels in Greater Cairo, Egypt. The proposed research model was tested using partial least squares structural equation modelling (PLS-SEM). Findings GCSR positively influences perceived GCSR authenticity, which enhances green guest satisfaction and subsequently increases revisit intention. Perceived GCSR authenticity partially mediates the relationship between GCSR and satisfaction, while green guest satisfaction further mediates the effect of authenticity on revisit intention. Corporate reputation positively moderates the relationship between perceived GCSR authenticity and green guest satisfaction, strengthening the indirect effect of GCSR on revisit intention. Practical implications Hotels should combine genuine environmental initiatives with transparent sustainability communication and strengthen corporate reputation to enhance authenticity perceptions, guest satisfaction, and repeat patronage. Originality/value This study advances signaling theory by demonstrating how GCSR signals translate into revisit intention through perceived authenticity and satisfaction, while identifying corporate reputation as a key boundary condition that amplifies the effectiveness of authentic GCSR practices.