Enhancing Green Hotel Loyalty through Mindful Consumption and Service Convenience: The Reinforcing Role of Social Influence

This study examines the influence of mindful consumption and service convenience on green hotel loyalty, with social influence as a moderating variable in the context of sustainable tourism. Using a quantitative approach, we collected data from 155 respondents who had stayed in green hotels in Bali and analyzed them using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that mindful consumption positively and significantly affects green hotel loyalty, suggesting that consumers with higher environmental awareness are more likely to develop strong loyalty toward environmentally responsible hotels. Service convenience also positively influences green hotel loyalty, highlighting the importance of efficient and user-friendly services in enhancing customer experience. Furthermore, social influence strengthens the relationships between mindful consumption and green hotel loyalty, as well as between service convenience and green hotel loyalty, indicating that recommendations and social validation reinforce consumer behavior. These findings contribute to the literature by integrating internal values, service attributes, and social dynamics into a comprehensive model of green hotel loyalty. From a managerial perspective, green hotel operators are encouraged to enhance sustainability communication, maintain service efficiency, and leverage social influence strategies to strengthen customer loyalty in the competitive hospitality industry.