Influence of corporate digital responsibility, responsible marketing, green technology and responsible practices on green brand equity in star-rated hotels

Abstract

Purpose This study aims to investigate how corporate digital responsibility, responsible marketing, green technology and responsible tourism practices influence green brand equity within star-rated hotels. Design/methodology/approach A cross-sectional study design has been used to test the hypotheses, with data gathered from customers of star-rated hotels through convenience sampling. The empirical data, collected via surveys, analysed using partial least squares structural equation modelling and fuzzy-set qualitative comparative analysis. Findings The research findings indicate that corporate digital responsibility, responsible marketing, green technology adoption and responsible tourism practices significantly contribute to enhancing green brand equity in star-rated hotels. These factors collectively establish a positive association with guests’ perceptions of sustainability and environmental stewardship, reinforcing the hotels’ reputations as environmentally responsible entities. Research limitations/implications Green brand equity in star-rated hotels can be strengthened through corporate digital responsibility, green marketing, green technology and responsible tourism. Transparent digital practices and eco-friendly initiatives build guest trust and satisfaction. These strategies enhance reputation, attract eco-conscious travellers and drive profitability. Originality/value This study contributes to the corporate digital responsibility literature by empirically validating the positive impacts of corporate digital responsibility on responsible marketing, green technology and responsible tourism practices, which further influences green brand equity in star-rated hotels. Furthermore, it reveals how all these factors collectively make hotel sustainable and customer responsible towards the environment.