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

Moise, Mihaela Simona; Saura, Irene Gil; Molina, María Eugenia Ruiz

doi:10.1080/1331677x.2021.1875863

Cited by 46 publications

(75 citation statements)

References 82 publications

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“…All results presented in the previous section confirm that there is a direct relationship between the green brand image, trust, satisfaction and loyalty, as argued by Martinez [12] Assaker et al [41], Bashir et al [5], and Assaker, G. [3,34]. Other works, such as Wang et al [2] and Mercade et al [13], only used green word of mouth communication instead of green loyalty.…”

Section: Discussionsupporting

confidence: 71%

“…In this context, several academics have considered that image plays a very relevant role in consumer satisfaction [33,34]. Thus, Chen's [16] research work confirmed the relationship between the green brand image and green satisfaction in the electronic products and services sector in Taiwan.…”

Section: Satisfaction As a Consequence Of The Green Imagementioning

confidence: 88%

“…There are several investigations that confirm the influence of the brand image on consumer behavior [12,34]. Indeed, research by Folse et al [35] demonstrated that brand image influences consumers' purchase intentions and their willingness to pay a higher price.…”

Section: The Green Imagementioning

confidence: 94%

“…In the hotel sector, customer trust is positively influenced by brand image since trust can reduce the risk perceived by customers while increasing the probability of purchase [12,34,46,47]. Similarly, as Martínez [12] argues, the more favorable green image is the greater trust customer places in a brand due to the sentiment generated by the level of care that the organization shows about its environmental commitment.…”

Section: Trust As a Consequence Of The Green Imagementioning

confidence: 99%

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The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

2021

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The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

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Section: Discussionsupporting

confidence: 71%

Section: Satisfaction As a Consequence Of The Green Imagementioning

confidence: 88%

Section: The Green Imagementioning

confidence: 94%

Section: Trust As a Consequence Of The Green Imagementioning

confidence: 99%

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The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

2021

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“…Consequently, this work aims to examine consumer perceptions in relation to innovative and sustainable practices implemented by retailers, and examine their effect on consumer satisfaction. In addition, considering the discrepancies that exist in the marketing literature about the existence, or not, of differences in the perceptions of these actions between men and women (Contreras et al, 2016;Meuter et al, 2005;Moise et al, 2021;Torres and Arroyo-Cañada, 2016;Weijters et al, 2007), it is relevant to make progress in this regard in the context of retail trade. Therefore, this study adopts the approach of previous research arguing that the current business model in retailing must be built from a dual perspective to ensure success in the market: retailing must be innovative and sustainable.…”

Section: Introductionmentioning

confidence: 99%

Do innovation and sustainability influence customer satisfaction in retail? A question of gender

Marín-García

Saura

Ruiz‐Molina

2021

Economic Research-Ekonomska Istraživanja

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As a consequence of advances in the digitisation process and increased consumer awareness of social, economic and environmental issues, more and more companies are embarking on innovative and sustainable initiatives in response to these new demands. However, given the nature and scope of these practices, research in this direction has not reported clarifying results to date, especially when pursuing a marketing approach to their analysis. Through this research, it is intended to test a model that makes it possible to analyse the effect of innovative and sustainable actions on retail and explain their contribution to customer satisfaction. To do this, this research is based on those studies stating that the progress in retailing is based on two main pillars: innovation and sustainability. From a sample of 510 customers across three retail business formats, empirical evidence has been obtained that both innovation and sustainability drive customer satisfaction, but in a different way according to gender, evidencing the moderating nature of this last variable when explaining satisfaction. In this way, the study highlights that the path to achieving satisfaction in retail trade requires the promotion of both innovative (product, marketing and relational innovation) and sustainable (environmental, social and economic) practices, especially in the case of women.

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Green practices implementation for environmental sustainability by five-star hotels in Kampala, Uganda

Barakagira

Paapa

2023

Environ Dev Sustain

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Hotels operate continuously and are known to be one of the contributors of global pollution. Strategies like adoption of green practices would be a remedy to mitigate pollution and their effects for environmental sustainability. This study focused on green practice's implementation by the five-star hotels in Kampala district, Uganda. Specifically, it explored the benefits achieved and effects encountered by the management of the hotels as a result of implementing green practices. A questionnaire survey and interviews were employed to collect the required data from the employees of the five-star hotels. Energy conservation, waste management, and environmental purchasing with their respective coefficient of variances of 12.6, 14.5 and 17.2 were some of the green practices implemented by the hotels. Green practice's adoption by the five-star hotels culminated into increased profits, competitive advantage, saved on the costs of the materials used and retained some customers. The study recommends that there should be continuous awareness and strengthening of training of the employees about green practices' implementation, together with government involvement in all matters concerning enforcement of green practices. In addition, the article suggests managerial implications and opportunities for future research.

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

Cited by 46 publications

References 82 publications

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

Do innovation and sustainability influence customer satisfaction in retail? A question of gender

Green practices implementation for environmental sustainability by five-star hotels in Kampala, Uganda

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