From Green CSR to Continuance Intention: A Stimulus-Organism-Response (S-O-R) Analysis of Generation Z in the Capsule Hotel Industry

Lonely Angel  Sinuhaji; Diana Sari

doi:10.54783/ijsoc.v8i4.1829

Lonely Angel Sinuhaji Universitas Padjadjaran, Bandung, Indonesia
Diana Sari Universitas Padjadjaran, Bandung, Indonesia

DOI: https://doi.org/10.54783/ijsoc.v8i4.1829

Keywords: Perceived Green Corporate Social Responsibility, Perceived Credibility, Continuous Stay Intention, Generation Z, S-O-R, Hospitality.

Abstract

Generation Z’s interest in accommodations committed to sustainability continues to grow alongside increasing environmental awareness in consumption decisions. For accommodation providers such as Bobobox, the ability to consistently communicate and implement green initiatives is a key factor in building trust and encouraging the intention to stay for an extended period. This study aims to examine the influence of Perceived Green Corporate Social Responsibility on Continuous Stay Intention, with Perceived Credibility as the mediating variable. This study employs a quantitative approach through a survey of 153 Generation Z respondents who have stayed at Bobobox in the Greater Jakarta and Greater Bandung areas. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLSSEM) via SmartPLS 4. The results of the measurement model evaluation show that all indicators met the criteria for validity and reliability. In the structural model, Perceived Green Corporate Social Responsibility was found to have a positive and significant effect on Perceived Credibility (path coefficient = 0.537; t = 8.580; p < 0.001). Perceived Credibility also has a positive and significant effect on Continuous Stay Intention (path coefficient = 0.421; t = 5.793; p < 0.001). Furthermore, Perceived Green Corporate Social Responsibility has a direct and significant effect on Continuous Stay Intention (path coefficient = 0.351; t = 4.960; p < 0.001). Mediation analysis revealed a significant indirect effect (coefficient = 0.226; t = 4.202; p < 0.001), indicating that Perceived Credibility acts as a partial mediator. These findings confirm that consumers’ perceptions of Bobobox’s environmental responsibility not only directly drive the intention to stay but also operate by enhancing the company’s credibility. Therefore, consistency, transparency, and credibility in the implementation and communication of sustainability initiatives are crucial for Bobobox in building long-term relationships with Generation Z consumers.

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