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Unveiling the impact of green psychological benefits on customer citizenship behavior: the roles of felt obligation and altruism

Dung Minh Nguyen

Journal of Services Marketing2026https://doi.org/10.1108/jsm-03-2025-0186article
AJG 2ABDC A
Weight
0.50

Abstract

Purpose This study draws on social exchange theory to examine how perceived green psychological benefits (PGPBs) influence customer citizenship behavior (CCB) in sustainable hospitality services. It further investigates the mediating role of felt obligation and the moderating role of altruism in shaping these relationships. Design/methodology/approach To test the proposed relationships and establish causal inferences, this research used two quantitative approaches: a cross-sectional survey (Study 1; n = 389) and two between-subject experiments (Study 2; n = 500). Findings Across two studies, PGPBs significantly increased guests’ willingness to engage in CCB, and this relationship is mediated by felt obligation. Altruism moderates both the PGPBs-felt obligation link and the PGPBs-CCB link, such that these effects are more substantial among guests with higher altruistic tendencies. Originality/value This research introduces social exchange theory as a novel lens to explain how psychological value drives extra-role behaviors in sustainable hospitality services. Methodologically, it advances prior work by combining correlational and experimental approaches. The findings offer actionable insights for hotel managers seeking to design emotionally resonant sustainability experiences that inspire meaningful guest engagement.

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https://doi.org/https://doi.org/10.1108/jsm-03-2025-0186

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@article{dung2026,
  title        = {{Unveiling the impact of green psychological benefits on customer citizenship behavior: the roles of felt obligation and altruism}},
  author       = {Dung Minh Nguyen},
  journal      = {Journal of Services Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jsm-03-2025-0186},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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