LAUSR

Purpose This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P accommodation platforms through the mediation of trust and consumer identification. Design/methodology/approach A questionnaire survey was applied to collect data from a sample of 488 consumers in China who had used P2P accommodation platforms in the past six months. Partial least squares structural equation modelling was used to analyse the data. Findings The study found that consumers’ perception of green marketing orientation of P2P accommodation platforms significantly increased consumer trust in the platform and consumer identification with the platform, which in turn each positively influenced repurchase intention and positive WOM to the platform. Furthermore, consumer trust had a positive effect on consumer identification and both trust and identification mediated the relationship between green marketing and repurchase intention and that between green marketing and positive WOM. Practical implications The findings of this study provide P2P accommodation platform operators with important insights to apply green marketing and focus on consumer trust and identification in sustaining their business and coping with the intense market competition. Originality/value This study contributes to better understanding of the impact of green business practices on consumers in sharing economy and offers practical implications on sustainable P2P accommodation practices.