Abstract: Purpose ? This study aims to propose a hierarchy of effects model to study three antecedents of green
loyalty: green trust, green satisfaction and green overall image, and to examine the relationships between
these variables. At present, environmental issues attract the attention of academics and professionals around
the world. In the hospitality industry, this interest is even greater because of the considerable quantities of
water and energy consumed by hotel companies and because of the environmental degradation that this
industry can cause with unmanaged growth and development. For this reason, several authors have
proposed incorporating the green loyalty construct as a key variable in tourism theory and practice.
Design/methodology/approach ? To test the proposed model empirically, personal surveys of hotel
customers were conducted in Spain using a structured questionnaire.Astructural equations model was
developed to test the research hypothesis.
Findings ? The findings show that green overall image has positive direct effects on green trust, green
satisfaction and green loyalty. At the same time, they reveal that both green trust and green satisfaction have
positive effects on green loyalty. In addition, green trust has a positive influence on green satisfaction.
Research limitations/implications ? This research deals with the relationship between the
variables of interest, without considering other antecedents and consequences. Thus, there is still a need
to explore other mediating variables (e.g. willingness to pay more to stay in a green room, or
commitment regarding environmental issues), as the explanatory power of this model could still be
improved. In addition, given the role of green trust and green satisfaction as mediating variables of
green overall image and green loyalty, this study recognizes the need for in-depth research into the
enhancement of green trust and green satisfaction.
Practical implications ? From a practical point of view, hoteliers and marketers working for a green
hotel should develop a positive green overall image and enhance customers? perceptions of green trust
and green satisfaction. In particular, they should emphasize the importance of environmental issues to
customers by promoting green campaigns. At the same time, hoteliers in a green context should create
effective strategies to improve their hotel?s image.
Originality/value ? Although existing research has investigated relevant aspects of customer trust,
satisfaction, overall image and loyalty, these issues have not been discussed from a green marketing
perspective. Apart from that, the main contribution of this paper is its exploration of the influence of green
trust, green satisfaction and green overall image on green loyalty in a hospitality setting, following the
framework of the hierarchy of effects model. By complementing previous studies on customer loyalty in the
environmental context and exploring the relationships among these constructs, this study offers an
assessment of how green marketing strategies in the hospitality industry increase green loyalty.
