The Effect of Priming and Customer Reviews on Sustainable Travel Behaviors

Abstract

This research investigates how priming environmental attitudes influences purchase decisions and donations in response to environmental cues in online traveler reviews. An experiment evaluated the effects of priming, green review valence, and green designator cues using a simulated travel website. Priming was implemented using an environmental awareness scale that was completed before viewing the stimuli. Green review valence consisted of customer reviews for a resort that contained positive or negative environmental content. The designator cue was a “green leaders” badge on the resort description. The results indicate that the influence of environmental attitudes is stronger when green content is negative versus positive, and negative environmental content increases donations to environmental causes. Environmental attitude scores moderate the effect of priming those attitudes on behavioral intentions. However, a green designator does not influence outcomes. The findings can help operators promote environmental behaviors and attract travelers through sustainable practices.

Travel app shopping on smartphones: understanding the success factors influencing in-app travel purchase intentions

“…R 2 = 60%, the findings are considered novel because the data collection was conducted during the reopening of the tourism sector (post-pandemic phase). This is in parallel with Kim et al ’s (2021) study that many individuals are still facing an increased risk of prolonged COVID-19 threats, which might impact negatively on their behaviour, especially regarding the tourism sector.…”

“…The study by Venkatesh and Davis (2000) argued that one should avoid using pervasive factors such as subjective norms because they can only capture intention effects based on mandatory usage contexts and not when the usage is voluntary. Tourism literature also indicates that information shared among family and friends is a credible source for influencing travel decisions, as for the user, these recommendations are considered to be more reliable and attractive (Kim et al, 2021). This information is found important especially in the early stages of decision-making to minimize the risk of making wrong decisions as the nature of highly priced tourism products, requiring high involvement and being difficult to differentiate (Buhalis and Sinarta, 2019;O ¨z, 2015).…”

“…Amaro and Duarte (2015) found those individuals who acquired sufficient technology capabilities had greater intentions to make online travel purchases. Kim et al (2021) determined that PBC was a major factor when predicting intentions to continue mobile shopping. Ruiz-Mafe et al's (2013) study found that intention to purchase airline tickets online was predicted by levels of resources and online knowledge and skills.…”

Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping

“…A comprehensive contextual targeting strategy is effective because purchase decision is not only triggered by location match, but also need match and dereference match (Katti, 2020). With a between subject factorial field experiment, we analysed how distance affects users' click of ad and how temporal and behavioural variables produce main effect and moderate the effect of distance (Kim et al, 2020). Furthermore, the concept mobile marketing strategies promotions for users who prefer on-site service are more sensitive to distance, while users who demonstrate a recent interest online are less sensitive to distance (Sovacool et al, 2020).…”

A framework for application of consumer neuroscience in pro-environmental behavior change interventions

“…This relational reasoning is reflected in the brain activity in the lingual gyrus and superior parietal lobule and evidences that consumers can be primed towards the ecologically friendly label (Lee et al, 2020 ). For instance, affective priming with a positive or negative environmental awareness cue impacted hotel booking intentions, moderated by environmental beliefs (Kim et al, 2021 ).…”