Author(s): Michael Boadi Nyamekye, Juliana Aku Shika Andoh, Andrews Ayiku, Joel Okoe Quarcoe and Akwasi Safo Kantanka
This study examines whether sustainability practices implemented by four- and five-star hotels in Ghana encourage customers to engage in discretionary “citizenship”. Guided by social exchange theory (SET) and norm activation theory (NAT), a conceptual model was developed to examine the influence of the five sustainability practices on customer citizenship behavior (CCB). Survey data were collected from guests at star-rated hotels in Accra and analysed using partial least squares structural equation modeling. All five practices showed positive and significant relationships with CCB. The findings suggest that guests view visible sustainability initiatives as positive gestures worthy of reciprocity and that personal norms activated by awareness of environmental consequences motivate environmental actions. The study contributes to hospitality research by integrating reciprocal and moral???norm perspectives, demonstrating that comprehensive sustainability efforts are effective antecedents of CCB in a developing-country context.