Caught between comfort and conscience: Hotel guests’ ambivalence towards sustainability practices during leisure stay and their customer citizenship behavior

Yim, Joanne Sau Ching and Andajani, Erna and Yap, Lai Khuan and Lim, Kuang Long (2026) Caught between comfort and conscience: Hotel guests’ ambivalence towards sustainability practices during leisure stay and their customer citizenship behavior. International Journal of Hospitality Management, 134 (104572). ISSN 0278-4319

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Abstract

Leisure travelers often have hedonic goals that may conflict with the perceived sacrifices associated with hotels’ sustainability practices, and may feel ambivalent towards participating in it. This study examines the relation- ships between hotel sustainability practices, ambivalence toward sustainability practices, and guests’ customer citizenship behaviors (advocacy, feedback, helping, and tolerance) among 389 participants from Indonesia and Malaysia. Ambivalence is analyzed as a moderating factor, where it weakens the positive effects of sustainability practices on feedback and helping behavior of the Malaysian group, and also weakens tolerance of the Indonesian group. At the same time, it strengthens the positive impact of sustainability practices on feedback of the Indo- nesian group. Open-ended responses found guests prioritized comfort, services, physical environment, facilities, and cleanliness when considering hotels’ eco-friendly measures. Findings can inform managerial practices to effectively capitalize on sustainability initiatives to enhance guests’ citizenship behavior.

Item Type:	Article
Uncontrolled Keywords:	Customer citizenship behavior Ambivalence towards sustainability Hotel green practices SDG 12 Sustainable consumption and production
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	28 Jan 2026 03:04
Last Modified:	28 Jan 2026 03:04
URI:	http://repository.ubaya.ac.id/id/eprint/50203

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