A deeper understanding of customers’ desire for and participation in green activities can lead to organizations designing more efficient and effective green programs. This research finds that the guests’ assessment of the importance of being environmentally friendly has the greatest effect on their intention to stay in a green hotel. Second, the research identifies the following customer barriers to participation: inconvenience, perceptions of cost cutting, and decreased luxury—all of which significantly affect consumers’ intention to stay at a green hotel or pay more for a room in such a hotel. Third, the results show that customers believe that hotels should have certain green practices, but did not consider it important to stay in a hotel that actually maintains the thirteen green practices tested here. Fourth, the results find that customers behave with greater environmental responsibility at home than they do in a hotel. Among the implications of these findings is the idea that hotel managers’ communications and actions must be relevant to guests’ concerns by educating customers, increasing convenience to participate in green programs, and decreasing perceptions of cost cutting.

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As a result of the dramatic increase in global population, food waste, and unsustainable practices, the United Nations urges the promotion of edible insects as an alternative food source. However, edible insects are perceived as an unappealing, disgusting food source despite the nutritional and sustainable advantages, especially among Westerners. Therefore, research is needed to bridge the gap between the call for examining alternative food sources and the marketing initiatives to improve purchasing behavior. This research draws upon information processing and risk perception theories to investigate reducing consumers’ negative perceptions toward edible insect food products. The first study examines the effect of image and description in a retail setting while the second study examines a restaurant setting. Results find that in retail settings image was the most significant in reducing perceptions of risk while in the restaurant setting menu description was most important. In addition, vague descriptions were more preferable to explicit descriptions in minimizing risk and increasing purchase intention. Finally, the research provides meaningful implications for the marketers who endeavor to promote alternative food products as well as any products that involve negative and unfamiliar perceptions.

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While customer-to-customer interactions are frequent in hospitality and tourism settings, very little research investigates the effects of other customers and other customer-generated service failures. Using the critical incident technique, this research builds on theory and provides important managerial implications in the areas of other customers, attributions, and service failure. Results find that customers experience emotions, including anger, frustration, and sympathy. In addition, even though customers attribute that the other customers are responsible for the failure, they still formed negative perceptions and behaviors toward the firm. Third, results find that management often did nothing to recover from the failure, which further exacerbated negative perceptions and behaviors.