The study investigates the relationship between online reviews with “green” content and ratings (i.e., customer satisfaction), considering the moderation of consumers' environmental culture. The research employs linear and logistic regression analysis on a dataset of 45,000 TripAdvisor reviews posted by consumers from more than 150 countries. The results show that reviews where customers discuss environmental issues (i.e., green eWOM) are associated with higher ratings, and thus more satisfied consumers. Consumers' environmental culture also positively moderates this relationship, highlighting the role of consumers' country of origin in shaping green eWOM.
