Going Green: A Study on Consumer Perception and Willingness to Pay towards Green Attributes of Hotels

Agarwal, Srishti; Kasliwal, Neeti

doi:10.23956/ijermt.v6i10.63

Cited by 13 publications

(8 citation statements)

References 5 publications

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“…In addition, each dimension consisted of four ESP, which were used as indicators in this study. The results of the empirical survey proved that majority of the respondents were willing to pay additional fee on sustainable practices, which has been also revealed by the previous research [14], [16], [19]. Furthermore, factor analysis emphasized that there were two critical areas in the prioritization of the guests' expectation in Sri Lankan hotels.…”

Section: Guests' Expectations In Sustainable Hotels In Sri Lankasupporting

confidence: 67%

Sustainable Practices in Hotels in Sri Lanka: Analysis of Environmentally Sustainable Aspects

DILSHAN

Toko

2022

Sustainable Tourism X

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Sustainable practices are particularly important in the tourism industry, and a substantial number of studies have shown that different environmentally sustainable practices (hereinafter written as ESP) are used by hoteliers who want to be responsible in the industry. On the other hand, hotel practices have been changing according to the guests' expectations to attract more guests; thus, filling the gap between guests' expectations and satisfaction of ESP is important. Based on that, this study undertook quantitative research with aiming to identify the gap between guests' expectations and satisfaction of ESP in Sri Lankan hotels. The study adopted five dimensions related to ESP which were identified through a preliminary study of previous literature. An empirical survey was conducted online with a structured questionnaire to identify the guests' expectations. Results of factor analysis revealed that environmentally-friendly production, waste management, food and beverage production, and environmentally-friendly hotel construction are the priorities of guests' expectations. Moreover, waste management, biodiversity conservation and food and beverage production represent a significant gap between the guests' expectations and satisfaction of ESP. Finally, this study found that guests' expectations mainly rely on the superficial natural atmosphere; therefore, more appropriate information and interpretation of sustainability would be needed for guests to optimize the usage of natural resources. Moreover, the study recommends that determining the reasons for making guests unsatisfied and find the solutions to minimize the dissatisfaction are important since currently available ESP have not met the satisfaction level of the guests.

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Section: Guests' Expectations In Sustainable Hotels In Sri Lankasupporting

confidence: 67%

Sustainable Practices in Hotels in Sri Lanka: Analysis of Environmentally Sustainable Aspects

DILSHAN

Toko

2022

Sustainable Tourism X

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“…Previous studies that analyse the relationship between perceptions of an organisation’s environmental practices and willingness to pay a price premium remain inconclusive (Agarwal and Kasliwal, 2017). Hence, we contribute to the literature by showing that consumers’ consciousness influences their perception of environmental practices by others, which in turn influences their willingness to pay a price premium.…”

Section: Discussionmentioning

confidence: 99%

Factors influencing willingness of customers of environmentally friendly hotels to pay a price premium

Rodríguez

Díaz‐Fernández

Font

2020

IJCHM

116

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Purpose The purpose of this paper is to investigate the influence of customers’ environmental concerns, customers’ perceptions of a hotel’s environmental practices and of the hotels’ environmentally friendly images, on customers’ willingness to pay a price premium to stay at environmentally friendly hotels. Design/methodology/approach The theoretical framework comprises both social identity theory and value-belief-norm theory. The data were collected through a survey of 454 customers staying at eco-friendly hotels in Spain. The research model is tested by using a structural equation modelling approach. Findings The findings illustrate that customers’ environmental concerns have a greater explanatory value on their willingness to pay a price premium than do their perceptions of the hotels’ environmental practices. Furthermore, these causal relationships are similar in magnitude when considering the mediating effects of the hotels’ eco-friendly image and the environmental practices. Research limitations/implications The empirical findings provide managers with a better understanding of how customers’ environmental concerns and their own sense of identification with environmentally friendly hotels influence customers’ behavioural intentions towards willingness to pay a premium. Originality/value The paper contributes to the literature by highlighting those cognitive processes that influence the customers’ willingness to pay a price premium to stay at environmentally friendly hotels. Hence, the study provides valuable information to hotel managers.

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“…Social identity (Tajfel & Turner, 1986) defends that customers having a high level of CSR awareness and being well aware of CSR managerial green initiatives influences their behaviour intention and therefore the latest consumer behaviour (Junior, Satolo, Gabriel, & da Silva, 2014;Brown & Dacin, 1997). In addition, in the hospitality industry, consumer CSR perceptions have been understood as an essential stimulus for their actual behaviour (Agarwal & Kasliwal, 2017;Dutta, Umashankar, Choi, & Parsa, 2008;Kang et al, 2012;Verma & Chandra, 2016). Furthermore, Ogbeide's (2012) findings reveal there is a positive relationship between CSR perception and customer behaviour intention in green hotels, in the sense that these consumers would be willing to pay a higher price in these hotels than in conventional hotels.…”

Section: Csr Awareness Csr Perception and Rbimentioning

confidence: 99%

“…In the same vein, it is worth highlighting how CSR research has evolved, that is, from papers focussing mainly on the relationship between CSR tasks and corporate performance to a new orientation in which social and environmental needs have become the centre of attention (González-Rodríguez, Díaz-Fernández, & Simonetti, 2018). Thus, a new approach to CSR awareness and consumer behaviour has been claimed in the literature (Agarwal & Kasliwal, 2017;Lee, Hsu, Han, & Kim, 2010;Martínez, Pérez, & Rodríguez del Bosque, 2014). In the academic literature on management, it is possible to find a vast number of papers examining the relationship between CSR and corporate performance (Benavides-Velasco, Quintana-García, & Marchante-Lara, 2014;de Grosbois, 2012;Font, Walmsley, Cogotti, McCombes, & Häusler, 2012;Qu, 2009Qu, , 2014Valmohammadi & Ahmadi, 2015;Zhu, 2013), as well as on CSR consumer perceptions and their behaviour towards companies (Gao & Mattila, 2014;Kucukusta, Mak, & Chan, 2013;Li, Fu, & Huang, 2015;Liu, Wong, Shi, Chu, & Brock, 2014;Tsai, Tsang, & Cheng, 2012).…”

Section: Introductionmentioning

confidence: 99%

Customers' corporate social responsibility awareness as antecedent of repeat behaviour intention

González‐Rodríguez

Díaz‐Fernández

2020

Corp Soc Responsibility Env

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The aim of the study is mainly to investigate the influence of hotel customers' perception and awareness of corporate social responsibility (CSR) concerning the environmental practices of hotels on the image of the establishments and on repeat behaviour intention (RBI) by said customers. Accordingly, a research model is established which allows an understanding of the underlying mechanism of perceived CSR practices, CSR awareness, hotel image and RBI. The growing interest shown by practitioners to understand the mechanism to achieve sustainable competitive advantage for hotels through their environmental policies and the scarce number of studies analysing customer CSR awareness and its influence on customer green hotels' engagement justify this study. Hence, the study strives to overcome this gap in the CSR literature. Data were collected from hotel guests who have stayed at green hotels in Spain over the last 12 months. The research model was estimated using a variance-based structural equation modelling approach. The findings achieved and future research avenues derived from the study are of great value for both theorists and managers to achieve a sustainable development. The research model proposed can be applied to other tourist agents other than hotels and provide valuable knowledge for practitioners to understand to what extent their managerial CSR practices and their effort to communicate them are perceived by their stakeholders, which in turn influence the stakeholder engagments with those agents with a greater commitment to the environment. K E Y W O R D S CSR awareness, CSR perception, environmental policy, green hotel, hotel image, repeat behaviour intention, stakeholder engagement, sustainable development

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Going Green: A Study on Consumer Perception and Willingness to Pay towards Green Attributes of Hotels

Cited by 13 publications

References 5 publications

Sustainable Practices in Hotels in Sri Lanka: Analysis of Environmentally Sustainable Aspects

Sustainable Practices in Hotels in Sri Lanka: Analysis of Environmentally Sustainable Aspects

Factors influencing willingness of customers of environmentally friendly hotels to pay a price premium

Customers' corporate social responsibility awareness as antecedent of repeat behaviour intention

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