Engaging guests for a greener tomorrow: Examining the role of hotel chatbots in encouraging pro-environmental behavior

Over the past two decades, technology adoption has surged, with businesses leveraging innovations like chatbots to enhance customer experiences. Sustainability concerns have also escalated, particularly in the hospitality sector. Recognizing the importance of resource mindfulness and catering to digitally savvy, eco-conscious young consumers, there is a need to find a way to use technology to encourage pro-environmental behavior among hotel guests. Therefore, this study investigates how anthropomorphic chatbot concierges encourage willingness to partake in sustainable practices among young hotel guests. With a sample size of 346, the study confirms a positive and significant relationship between anthropomorphic chatbot concierge and the willingness of guests to partake in sustainable practices, which is mediated by hedonic motivation and positive experience. The findings contribute to the SEEK Model and value theory, offering practical insights for marketers to develop a sustainable competitive edge and cultivate an environmentally responsible brand image.