outcome expectation does not mediate the relationship between structural social capital on green customer citizenship behaviour.

outcome expectation does not mediate the relationship between structural social capital on green customer citizenship behaviour.

The study findings indicate that outcome expectation does not mediate the relationship between structural social capital on green customer citizenship behaviour. The findings indicate an insignificant path coefficient with a positive (β) value of 0.000 and t value of 0.270. Moreover, the relationship is considered insignificant at p-value of 0.790, which is more than 0.05. Therefore, H14 is rejected. The study findings are in line with earlier studies on green behaviour. A review of the available literature on the subject, it is also acknowledged that expected benefits and cost can vary based on the context in the motivation of individuals to participate in green customer citizenship behaviour (Azam et al., 2017, Lin and Hsu 2015). It is therefore noted that perceived benefits not nursery affect the extent to which individuals strive to participate in a corporate greening and advising other customer and advocate behaviour (Kankanhalli et al., 2005, Lin and Hsu 2015).

In addition, the study findings reveal people of different ranks, religions, and cultures are not triggered by their status or reputation to express their greening behaviour. The study results mean that positions in society are not influenced by any positive expectations to induce a particular behaviour. The study, therefore, concludes that other factors do not influence individual relationships in relation to green customer citizenship behaviour. The hypothesis is therefore rejected because a social structure is independent of outcome expectation, and in this case, any beliefs do not dictate relationships and grouping of individuals.

The study findings imply that a person’s image, status, reputation or even affection doesn’t determine their linkages and interaction with others in a green hotel. Therefore, image and affection outcome in a green hotel doesn’t play any influential role on green consumers to work harder, to enhance their behaviour for a better reputation, image, reciprocity, competency, and psychological satisfaction. In other words, as much as one person or family can accomplish alone in green living, they can achieve more if they expand their network and their voice without being concerned about how other people look at them and if they understand their behaviour. In the world outside the green hotel there are many people and organizations who actively contribute to the destruction of the world. Patrons of green hotels may even have people in their life who downplay the role of green behaviors and the importance of preserving the earth. Finding people to link together in the joint cause of living green gives green hotel patrons a louder voice than they might otherwise have had. Joining voices with others not only makes the green message louder, but it renews patron’s faith in the possibility.

H15: There is positive impact of relational social capital on green customer citizenship behaviour mediated by outcome expectation.

The study findings reveal that outcome expectation does not mediate the relationship between relational social capital on green customer citizenship behaviour. The findings indicate an insignificant path coefficient with a positive (β) value of 0.003 and t value of 0.007. Moreover, the relationship is considered insignificant at p-value of 0.704, which is more than 0.05. Therefore, H15 is rejected. According to social capital theory, depending on the history of bonds and trustworthiness between individuals, the action and dynamics of interactions and behaviour will be different than if there were no shared values. Moreover, an established behaviour is highly influenced by personal attributes and, most especially, in instances where other virtues accompany it. In line with other previous studies, Vafeas, Joumblat-Mason, and Tawil-Jamault (2018) argue that trust enables understanding among people and brings them together, although results do not influence personal behaviour. Similar findings and opinions have also been conducted to understand how commitment facilitates repurchasing behaviour among customers (Sun & Lii, 2018). The findings show that a service customer may desire a close relationship, for which they may be willing to pay a higher amount. Furthermore, the customer may dedicate all future purchases to that green service provider (Vafeas, Joumblat-Mason, and Tawil-Jamault, 2018).

The study findings suggest that a person’s status, image, or reputation in the society does not have any effect on the level of trust and trustworthiness between individuals and consequently, does not influence green customer citizenship behaviour in green hotels. A person’s sincerity, loyalty, and honesty bring forth a healthy social response and helps support green customer citizenship behaviour without any expected rewards. Essentially, dependable and reliable relationships create a way of life and the character is observed through their response to the environment and their climate concerns. As a result, individuals confidently pursue green customer citizenship behaviour without undue influence and therefore, the characteristics of social relationships between individuals is not influenced by specific consequences or beneficial outcomes. The hypothesis is, therefore, rejected because trust and trustworthiness is independent of the influence of outcome expectation to affect green customer citizenship behaviour.

Moreover, the study findings mean that a person’s religion, age, rank in the society, or even the culture does not affect the level of trust among people in their quest for green customer citizenship behaviour. At green hotels, different individual and the patrons are exposed to all manner of behavior and people, however, the level of trust in the general character of a person is not affected. The view of people as being naturally good changes patron’s view of the world, making them less paranoid and more open-minded.

H16: There is positive impact of cognitive social capital on green customer citizenship behaviour mediated by outcome expectation.

The study findings indicate that the outcome expectation does not mediate the relationship between cognitive social capital on green customer citizenship behaviour. The findings indicate an insignificant path coefficient with a positive (β) value of 0.010 and t value of 0.910. Moreover, the relationship is considered insignificant at p-value of 0.320, which is more than 0.05. Therefore, H16 is rejected. Social cognitive theory is a learning theory based on the idea that people learn by observing others. These learned behaviours can be central to one’s personality. While social psychologists debate that the environment one grows up in contributes to behaviour, the individual person (and therefore cognition). Previous studies support the findings of this study. Lin & Hsu, (2015) state that commonalities within networks enable people to find friendships, romantic partners, family, service providers. Outcome expectation in green behavior has no sought to explain why relationships are more likely to be explained through expectation in green customer behavior within a single group (Lin & Hsu, 2015).

The study findings imply that the reputation, status, or image of a person has no influence on other people’s norms, values, attitudes and beliefs in their pursuit of green behaviour in green hotels. Therefore, individuals portraying common characters easily bond and end up having a common belief and express green customer citizenship behaviour without any external influence. As a result, these people identify themselves with a common goal and are not influenced by any benefits arising from their behaviour. These shared values that expose people to mutually beneficial collective action are independent and not influenced by specific consequences or beneficial outcomes to make people behave in a particular manner. The hypothesis is, therefore, rejected because shared beliefs is independent of the influence of outcome expectation to affect green customer citizenship behaviour.

The study findings also reveal that a person’s age, religion, culture or rank in the society does not affect how they share values, attitudes and norms when it comes to green behaviour in green hotels. The findings are an equalizer to show that all people are equal when they have a common goal of pursuing green customer citizenship behaviour. Green hotels have so much to offer that it is hard not to grow as person while staying there. Although relationship members might not change in the ways green customer expected, if they allow them to experience and learn at their own pace and to their interest, they will likely make lasting changes toward green living.