The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

Şahin, Şafak; Baloğlu, Şeyhmus; Topçuoğlu, Esra

doi:10.1177/1938965519892189

Cited by 45 publications

(29 citation statements)

References 123 publications

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“…Kim & Kim, 2014) and green practices in the hotel (Martínez García de Leaniz et al, 2018). These extensive investigations show that the influence of green image and advertising may be moderated by contextual factors like the country or type of hotel (Sahin et al, 2020). Because hotel type is not mentioned in this study, future studies on this variable are needed.…”

Section: Green Imagementioning

confidence: 95%

“…Considering the importance of a green image, several studies have also examined this image's antecedents, including value (Lee et al, 2010), service quality (J. S. Lee et al, 2010), advertising and communication framing (Eid et al, 2020; Preziosi et al, 2019; Sahin et al, 2020; Tanford et al, 2020), reliability and credibility of communication (S. B. Kim & Kim, 2014) and green practices in the hotel (Martínez García de Leaniz et al, 2018). These extensive investigations show that the influence of green image and advertising may be moderated by contextual factors like the country or type of hotel (Sahin et al, 2020). Because hotel type is not mentioned in this study, future studies on this variable are needed.…”

Section: Thematic Focimentioning

confidence: 99%

“…Other moderators discussed were from the hotel's perspective, including destination images (Line & Hanks, 2016) and hotel type. However, only one study considered the moderating influence of hotel type, even though many studies captured this variable (Sahin et al, 2020).…”

Section: Thematic Focimentioning

confidence: 99%

“…Therefore, it is unclear whether such data are entirely reliable. Some platforms of data collection that have become popular in recent years are MTurk (Ahn & Kwon, 2020; H. Chen et al, 2019; Gao & Mattila, 2016; Line & Hanks, 2016; Yadav et al, 2019), Qualtrics (Nimri et al, 2020; Sahin et al, 2020), WJX China (Jiang & Gao, 2019), Prolific Academic (Balaji et al, 2019) and My3Q (M. F. Chen & Tung, 2014). However, because most of these platforms allow for voluntary participation for incentives, they can still lead to self‐selection bias.…”

Section: Thematic Focimentioning

confidence: 99%

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What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises

et al. 2021

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The current study utilises the time-tested systematic literature review (SLR) method to identify and analyse 76 studies addressing the consumer adoption of green hotels.The results of the research profile analysis show that the literature on consumers' adoption and consumption of green hotel products and services is expanding and gaining more recognition from researchers working in Asian contexts, particularly China, Taiwan and India. Moreover, the qualitative thematic analysis yields four key themes, (a) consumer behaviour variables addressed, (b) antecedents and mediators of green hotel adoption, (c) moderators of the relationship and (d) methodological considerations, for which limitations and future research directions are identified accordingly. The main novelty of the study lies in the development of a unified framework of consumer adoption and consumption of green hotel products and services that calls for a multitheoretic examination of the issue. This review is among the first to consolidate the growing literature on consumer adoption and consumption of green hotel products and services.

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Section: Green Imagementioning

confidence: 95%

Section: Thematic Focimentioning

confidence: 99%

Section: Thematic Focimentioning

confidence: 99%

Section: Thematic Focimentioning

confidence: 99%

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What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises

et al. 2021

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“…This study of Sahin, Baloglu and Topcuoglu (2019) examined message factors that rise the effects of green advertising and found out that ads containing green text, green certification logo and green visual cues, appeared to generate better attitudes toward the advertisement and advertised brand than non-green ads.…”

Section: Source: Authorsmentioning

confidence: 99%

Green advertising and its impact on environmentally friendly consumption choices: A review

Krstić¹,

Kostić-Stanković²,

Cvijović³

2021

Industrija

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Research on various environmental topics, among which is the topic of green advertising, has been growing during last three decades, but it is yet to gain its full potential. Since the topic of green advertising has been gaining rising attention of scholars, the body of knowledge on this topic has been growing as well. Green advertising in general aims to promote products produced in an environmentally-friendly manner, or to promote advertiser's corporate responsibility toward an environment. The evaluation of green advertising effectiveness is necessary in order to stimulate cognitive and affective reactions of consumers to green advertisements, as well as their subsequent environmentally friendly behaviour. This article contains the review of the relevant literature on the topic of green advertising effectiveness. The findings of the literature review indicate that green advertising represents an effective communication means to influence consumers' attitudes and behaviour, even though its effectiveness is often mediated by certain factors, like: consumers' environmental consciousness, consumers' regulatory focus, consumers' scepticism, claim type.

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Flattery will get you somewhere, sometimes? The effect of flattery and hotel segments on a hotel guests' green behavior

Kang

Atkinson

Sung

2023

J of Consumer Behaviour

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Considering the importance of the hotel guests' behavioral support for the hotels' green corporate social responsibility (CSR), this research examined the persuasive power of flattery in promoting guests' green behaviors. Study 1 revealed that a flattery message significantly increased the hotel guests' towel reuse intentions during their stay and this effect was mediated by their perceptions of the hotel's CSR motives. Study 2 further showed that a feeling of guilt served as another key mediator in the relationship between a flattery message and the guests' responses (i.e., perceived CSR motives, hotel image, attitudes toward a hotel, towel reuse intentions), which was moderated by hotel segment (economy vs. mid‐priced vs. luxury). This research provides meaningful insights into the understanding of the consumers' pro‐environmental decisions in the service consumption context and explains the underlying cognitive process. Moreover, this research offers an empirical message strategy by hotel segments to effectively promote the hotel guests' green behavior and achieve successful marketing outcomes.

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The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

Cited by 45 publications

References 123 publications

What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises

What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises

Green advertising and its impact on environmentally friendly consumption choices: A review

Flattery will get you somewhere, sometimes? The effect of flattery and hotel segments on a hotel guests' green behavior

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