Abstract
Purpose Customers' focus increasingly turns to the green practices of firms. Organizations need to rethink their strategies and position themselves concerning their environmental responsibility. The idea behind this study is to observe the influence of hotel website quality and hotel environmental management initiative (HEMI) on green customer loyalty in the Pakistan hotel industry with the mediating role of green trust (GT) and green satisfaction (GS). Design/methodology/approach The study is quantitative, and partial least squares structural equation modelling followed to test the proposed hypotheses. A total of 542 questionnaires were used for analysis through SPSS 25.0 and SmartPLS 3.2.9. Findings The findings confirm the proposed positive influence of hotel website quality and HEMI on green customer loyalty. Moreover, GT and GS significantly mediate the relationship, further enhancing the relevance of green practices for hotels. Practical implications Hotel management can get maximum customer loyalty to concentrate on hotel website quality, HEMI, GT and GS. Originality/value This study aims to develop a research model to incorporate hotel website quality, HEMI, GT, GS and green customer loyalty by using signalling theory and natural resource-based view theory that prior studies ignored.