Flattery will get you somewhere, sometimes? The effect of flattery and hotel segments on a hotel guests' green behavior

Abstract

Considering the importance of the hotel guests' behavioral support for the hotels' green corporate social responsibility (CSR), this research examined the persuasive power of flattery in promoting guests' green behaviors. Study 1 revealed that a flattery message significantly increased the hotel guests' towel reuse intentions during their stay and this effect was mediated by their perceptions of the hotel's CSR motives. Study 2 further showed that a feeling of guilt served as another key mediator in the relationship between a flattery message and the guests' responses (i.e., perceived CSR motives, hotel image, attitudes toward a hotel, towel reuse intentions), which was moderated by hotel segment (economy vs. mid‐priced vs. luxury). This research provides meaningful insights into the understanding of the consumers' pro‐environmental decisions in the service consumption context and explains the underlying cognitive process. Moreover, this research offers an empirical message strategy by hotel segments to effectively promote the hotel guests' green behavior and achieve successful marketing outcomes.

Environmental values and sustainable consumption

“…Feelings of a diminished self-concept and spirituality mediate the effects. On a similar line of psychological perspectives, Kang et al (2024) investigate the persuasive impact of flattery on hotel guests' green behaviour. Jeong and Kim (2024) also explore how Generation Z consumers' anthropomorphising nature shapes psychological closeness, fostering SC and ultimately enhancing psychological well-being among them.…”

“…More studies are needed on the association between ecological awareness and SC practices. Furthermore, they should examine the psychological, emotional and cognitive factors, social drivers and norms of SC (Hueppe & Zander, 2024;Jeong & Kim, 2024;Kaplan et al, 2024;Lim, 2024;Onel, 2024;Kang et al, 2024;Zhao et al, 2024).…”

“…The special issue also calls for future researchers to utilise diverse methodologies, including longitudinal studies and advanced analytical techniques in the field of study, to collect more robust findings (Jeong & Kim, 2024;Shukla et al, 2024;Zhao et al, 2024) that could suggest direct implications for policymaking and industry practices (Hueppe & Zander, 2024;Lim, 2024;Shukla et al, 2024;Kang et al, 2024;Thaichon et al, 2024). 3) diverse psychological perspectives on SC, especially those from diverse consumers (Indian, Turkish, Americans, Taiwanese, Chinese, German).…”