Although in recent years, green practices have received considerable interest in the tourism and hospitality industry, there is a lack of studies that explore the determinants of customers’ positive behaviour. Thus, this study aims to understand the mechanism of how customers for attitudinal loyalty towards the green hotel. Specifically, based on the cognitive–affective–conative framework, the proposed model examines the link between cognitive evaluation (i.e. perceived cost and value), affective responses (i.e. positive/negative anticipated emotion and attitude), and conative sense (e.g. behavioural intention). Findings support the relative impact of customers’ perceived value and benefits on positive and negative anticipated emotion. Also, results also provide an understanding of important antecedents in creating customers’ attitude behavioural intentions towards green hotel brands. Thus, this study fills the research gap by examining the formation mechanism of customers’ attitudinal loyalty in the green hotel setting.

The concept of impulsive buying is important because it offers an opportunity to enhance profits. Despite the effect of impulsive purchase in the service environment, limited research has been conducted to understand customers’ impulsive buying behavior. Given the unique characteristic of cruise experience, this study aims to investigate the relationship between individuals’ traits, emotions, and impulsive buying behavior. PLS–SEM tests the hypotheses using a sample of 143 cruise customers. Based on trait activation theory, results reveal that impulsive buying tendency has an impact on positive and negative affects and impulsive buying behavior. Furthermore, customers’ emotion mediates the relationship between impulsive buying tendency and behavior. Findings improve the understanding regarding the psychological mechanism of cruise customers’ impulsive buying behavior.