Content area
Purpose
This study aims to predict customers’ intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).
Design/methodology/approach
A quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.
Findings
The results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.
Practical implications
The study proposes that green hotels should design marketing strategies in a way that increases customers’ awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.
Originality/value
This is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers’ INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV’s crucial role in influencing customers’ INT to visit green hotels.
Details
Emissions;
Hospitality industry;
Environmental perception;
Resource depletion;
Sustainable tourism;
Environmental impact;
Design;
Economic growth;
Tourism;
Energy consumption;
Ecotourism;
Climate change;
Aesthetics;
Hotels & motels;
Customers;
Marketing;
Global warming;
Gross Domestic Product--GDP;
Consciousness;
Paris Agreement;
Hotels;
Cultural heritage;
Beauty;
Pollution;
Responsibility;
Norms;
Environmental attitudes;
Ascription;
Prices;
Depletion;
Averages;
Structural equation modeling;
Consumers
; Norazah Mohd Suki 2 1 Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia, Sintok, Malaysia
2 Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia, Sintok, Malaysia; Institute of Sustainable Growth and Urban Development, Universiti Utara Malaysia, Sintok, Malaysia; Institute for Biodiversity and Sustainable Development, Universiti Teknologi MARA, Shah Alam, Malaysia