How green should you go? Understanding the role of green atmospherics in service environment evaluations

Nicole Bieak Kreidler (Assistant Professor and Chair, School of Professions, Interior Design, La Roche College, Pittsburgh, Pennsylvania, USA)
Sacha Joseph‐Mathews (Assistant Professor, Eberhardt School of Business, University of the Pacific, Stockton, California, USA)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Publication date: 7 August 2009



The purpose of this paper is to introduce the idea of green atmospherics and propose a conceptual framework for green service environment factors and a typology for green consumers.


This paper takes the form of a conceptual piece. and offers a new approach to green consumerism. Green atmospherics goes beyond many of the typical factors explored in previous service environment studies. The paper examines how many terms commonplace in the design and architectural literature can be translated into the marketing arena. Factors such as daylighting, recycling, offgassing, insulation, optimal energy performance and design for the environment are discussed.


The paper proposes that “going green” goes beyond having recyclable or even sustainable products, to an ideology that incorporates improving worker morale and retention, and giving back to the communities they are located in. Additionally, the paper makes a case for classifying green consumers based on a psychographic segmentation approach compared to the more traditional socioeconomic classification.


This paper offers a conceptual framework for assessing green atmospherics within service environments and proposes a green consumer typology that references “stimuli” versus “socio‐demographics” for categorization. A new categorization is proposed and the importance of this topic to consumers, practitioners and researchers are discussed.



Bieak Kreidler, N. and Joseph‐Mathews, S. (2009), "How green should you go? Understanding the role of green atmospherics in service environment evaluations", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 No. 3, pp. 228-245.



Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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