Abstract

The hospitality industry faces a dual challenge mitigating its environmental footprint while adapting to digital transformation and shifting generational demands. This study aims to investigate the influence of green innovation and digital green communication on customer behavior in green hotels, examining the mediating role of green perceived value and the moderating role of generational cohort membership. Multi-Group Analysis and permutation testing reveal that generational differences are selective rather than pervasive: a statistically significant structural difference is confirmed for the path from Digital Green Communication to Customer Behavior (Generation Z vs. older cohorts), while other structural relationships operate equivalently across generations. A quantitative cross-sectional survey will be conducted with 500 guests who have stayed in green hotels in Thailand. Following Dimock (2019), the sample is stratified into two generational cohorts: Generation Z (born 1997–2012, aged 18–28 at the time of data collection) and older generational cohorts, collectively termed Non-Generation Z, comprising Millennials (born 1981–1996), Generation X (born 1965–1980), and Baby Boomers (born 1946–1964). While these older cohorts are analytically grouped for the purpose of MGA comparison, their internal heterogeneity is acknowledged as a limitation of the study. Data will be analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA). This research bridges significant gaps by integrating green innovation with digital communication strategies and testing the moderating effect of generations in the context of Thailand. The findings will offer strategic insights for hoteliers to tailor green marketing across different age cohorts.