Can Environmentally Sustainable Development and Green Innovation of Hotels Trigger the Formation of a Positive Brand and Price Premium?

Abstract

This study develops a theoretical framework to describe brand images and customer behaviors in relation to the eco-friendly activities of hotels. These eco-friendly activities were divided into environmentally sustainable development and green innovation. In this study, a survey was conducted on customers who had used a hotel in the past year, and a total of 329 valid samples were obtained. The empirical analysis was conducted using SPSS 22.0 and AMOS 22.0. The empirical analysis results showed that hotels’ eco-friendly activities formed a positive brand image, which in turn had a positive effect on brand love and respect. It was also found that environmental concern, as perceived by customers, did not play a significant moderating role. Therefore, out of a total of eight hypotheses presented in this study, six hypotheses were supported, and two hypotheses were rejected. The findings of this study confirm that hotels’ eco-friendly activities have a positive influence on their performance and provide meaningful insights, based on which strategies for the long-term development and growth of hotels can be established.

Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland

“…Products from organic production are referred to as biological, biodynamic, or organic products [46,47], and organic products are increasingly being chosen by people who care about their health and also by those who care about the environment. Under the regulation of the European Parliament and the Council of the EU, an organic product is a product that comes from organic production.…”

The connection between sustainable brand and business in the Amazon Forest – Local business owner’s POV

“…For brands that operate positioning focused on environmental sustainability, strategic management that presents their perspectives and concerns for the environment through the signs adopted in their speech is essentially important (Østergaard et al, 2015). Since sustainable activities positively in uence its performance and provide signi cant insights, the understanding of these activities is usually perceived by the symbolism imbued with brand signs, since to understand and communicate complex meanings about the value, status and morality of the company and the Consumers of the commodity make use of the perceived use of identi able means applied by the company (Yu et al, 2021).…”

Can Hotel Companies’ Water Conservation Management and Waste Reduction Measures Influence Hotel Customers’ Willingness to Pay More and Intention to Revisit?

“…Physical, chemical, and biological processes are used to manage the reduction of unpleasant and hazardous characteristics of large amounts of waste generated [3]. As such, the amount of water consumption and wastewater generation in hotels is at a level that cannot be ignored and is much likely to continue to increase in the future [6,13]. Furthermore, it has the potential to pose a very high risk to human life by causing environmental problems such as global warming, fine dust, carbon emissions, and water pollution [14].…”

“…Emphasis on the importance of ecofriendliness in the hospitality industry and its sustainability is due to strong consumer demands for eco-friendly products and services [4,5]. This change in consumers' perception of the environment is because they witness the damage posed by environmental degradation, and they continue to demand measures to minimize pollution and take environmentally responsible actions [6]. A study by TripAdvisor found that travelers are concerned about environmental issues when making hotel decisions [5,7].…”