Luxury Meets Sustainability: Exploring Sustainable Strategies in Environmental Management

ABSTRACT This empirical research examines the influence of hotel green corporate and operational strategies, such as green human resource management and intellectual capital, on the hotel intentions of Chinese millennials seeking sustainable luxury hotels. A scenario‐based survey was conducted to investigate how these environmental strategies affect tourists' booking intentions, with perceived consumer effectiveness examined as a mediating factor. An experimental research design was adopted for this purpose. The findings highlight that sustainable strategies are essential in the sustainable luxury context, with their influence mediated by perceived consumer effectiveness. Moreover, green advertising on social media moderates the relationship between hotel green strategies and sustainable luxury booking. This research is one of the few studies to integrate green human resource management, intellectual capital, and sustainable practices within environmental management. This study advances understanding of how green human resource management practices and intellectual capital influence consumers' inclination to book sustainable hotels. The findings also offer practical implications for managers seeking to implement green human resource management and build green intellectual capital that supports sustainable booking behavior. To address growing environmental concerns in the hotel industry, we suggest promoting green discipline through targeted training and incentive systems that encourage consistent adherence to environmental policies.