From Sustainable Hotel Practices to Customer Brand Evangelism: Examining Brand Pride, Brand Fidelity, and Green Perceived Quality in the Era of Digital Advocacy

As sustainability becomes a strategic priority within the hospitality industry, understanding how environmentally responsible practices influence customer behaviours beyond loyalty has become increasingly important. This study investigates the mechanisms through which green hotel practices foster customer brand evangelism in the context of Green Star-certified hotels in Egypt. Drawing on Social Identity Theory and Relationship Marketing Theory, the study examines the direct effects of green hotel practices on brand pride, brand fidelity, and customer brand evangelism, while also exploring the mediating roles of brand pride and brand fidelity and the moderating role of green perceived quality. Data were collected from 428 guests of Green Star-certified hotels in Sharm El-Sheikh, Egypt, and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that green hotel practices significantly enhance brand pride, brand fidelity, and customer brand evangelism. Furthermore, brand pride and brand fidelity individually and sequentially mediate the relationship between green hotel practices and brand evangelism. The results also demonstrate that green perceived quality strengthens the effects of green hotel practices on both brand pride and brand fidelity. By extending existing research beyond traditional loyalty outcomes, this study contributes to the growing literature on sustainable hospitality, customer advocacy, and brand relationship management. The findings suggest that environmentally responsible hotel practices can encourage customers to engage in active, brand-supportive behaviours, including positive word of mouth, online advocacy, and electronic word of mouth (eWOM). Practical implications are provided for hotel managers seeking to transform sustainability initiatives into stronger customer advocacy, enhanced digital brand engagement, and long-term brand support.