Environmental advertising can create opportunities for a hospitality company to maximize messages and sponsorships. This research explores the independent and interactive influences of environmental claims and the emotional benefits on consumer response to hotels’ environmental advertising. This study further analyzes whether there are differences in responses to green advertisements between high-involved and low-involved consumers. The results indicate that a substantive claim would elicit much more positive responses from consumers than an associative claim, and a self-expressive benefit is generally more successful than a nature-related benefit in fostering positive responses. At the same time, a substantive claim was more persuasive when it was coupled with a self-expressive benefit, while an associative claim led to more positive reactions after exposure to a nature-related benefit. Finally, there is a difference in responses to hotels’ environmental ads between high- and low-involvement consumers. This article provides empirical information for hotel marketers contemplating the development and presentation of environmental advertising to improve their environmental brand image and increase consumer purchase intent.

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Menu price endings communicate more than economic worth. Restaurateurs encourage consumers to attribute intrinsic meaning to specific price endings, such as quality and value, but these derived meanings are not universally accepted. This study indicates that Taiwanese restaurateurs use price‐ending digits in varying frequencies and may attribute different meanings to menu price‐ending digits compared to US restaurateurs. For instance, digit 4 is perceived as a negative number and rarely used for price‐ending purposes by the Taiwanese. Although digit 8 is perceived as a lucky number, it is used less frequently than digits 0 and 5. There is an emerging trend to use digit 9 as a price‐ending choice in the quick service restaurant (QSR) segment indicating adoption of Western pricing practices. In spite of widespread westernization, the Taiwanese still hold many traditional cultural beliefs that affect their pricing strategies. Food production methods have remained largely traditional, although there is an emerging trend to adopt Western methods in the QSR segment.