Green hotel adoption: a personal choice or social pressure?

Abstract

Purpose This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward green hotels, intention to stay at green hotels and willingness to pay a premium. It also investigates the moderating roles of personal norms and social norms in the influence of GHA perception on identification and trust toward green hotels. Design/methodology/approach A two-stage survey was used to collect data via Prolific Academic. The authors tested the hypotheses on 521 valid responses using the partial least squares method. Findings The results show that identification and trust mediate the effect of GHA perception on attitude, intention to stay and willingness to pay a premium for green hotels. The authors found a positive interaction effect between GHA perception and personal norms on identification and trust and a negative interaction effect between social norms and GHA perception on trust. The interaction effect of GHA perception and social norms on identification is not significant. Originality/value This study presents an integrated framework for green hotel adoption by examining the potential guest perception of GHAs and explores how it fosters positive guest responses. Findings show that GHA perception positively influences potential guest responses through identification (the personal route) and trust (the social route). This study also simultaneously considers personal norms and social norms, together with the effects of their interactions with GHA perception on identification and trust.

The importance of green practices for hotel guests: does gender matter?

“…In this sense, firstly, the results obtained demonstrated: a) the existence of a positive and direct bond between the ecological measures developed by hotels and their image, as reported previously by other authors (Durna et al, 2015;Mart ınez Garc ıa de Leaniz et al, 2018;Palacios-Florencio et al, 2016Wang et al, 2018); b) that green initiatives positively influence guests' trust; these findings are consistent with previous studies (e.g. Balaji et al, 2019;Palacios-Florencio et al, 2016; c) that, while tourists experience a satisfactory service, the green initiatives developed by the hotels have a positive impact on their satisfaction, thus confirming the results of previous research (Merli et al, 2019;Verma & Chandra, 2016, Wang et al, 2018Yusof et al, 2017).…”

“…In this sense, trust in the environmental measures implemented by eco-friendly hotels is critical, given that consumers may suspect that the reason for green practices could be cost savings for the hotel or improvement of its reputation, rather than any real commitment to the environment (Sukhu & Scharff, 2018). Authors such as Palacios-Florencio et al (2016 and Balaji et al (2019) find empirical support for the positive influence of environmental practices implemented by hotels on the trust of their guests. Accordingly, the following hypothesis was considered: H2: Hotel green practices directly and positively influence the trust of hotel guests.…”

Social-Psychological Determinants of Serbian Tourists’ Choice of Green Rural Hotels

“…That is in accordance with almost all previous researches that implement SEM in general. Moderation analysis is rarely present [20,36] or fails to provide significant differences in those researches [20]. However, when moderation analysis is performed within this research, based on the phase in behavior change (pre-decision, pre-action, action), it can be concluded that the significant influence of all the variables is not present in each of the phases.…”

“…A research conducted in the UK [36] considers the elements of TPB within the stimulus-organism-response framework, together with elements of the norm-activation theory, and social identity theory. Hereby, the authors consider the influence of green hotel attributes (presented as a higher-order formative construct consisting of five reflective first-order dimensions: customer benefit, energy efficiency, recycling policy, water efficiency, and green landscape) through personal route and social route.…”

Drivers for Pursuing Sustainability through IoT Technology within High-End Hotels—An Exploratory Study

“…and their effects on the environment. An increasing number of hotels are engaging in sustainable hotel operations to address environmental issues, and consequently, obtain a differential competitive advantage [12,13].…”