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Green hotel adoption: a personal choice or social pressure?

M.S. Balaji (Business School, The University of Nottingham Ningbo China, Ningbo, China)
Yangyang Jiang (Business School, The University of Nottingham Ningbo China, Ningbo, China)
Subhash Jha (College of Business, Purdue University Northwest, Hammond, Indiana, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 12 August 2019

Abstract

Purpose

This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward green hotels, intention to stay at green hotels and willingness to pay a premium. It also investigates the moderating roles of personal norms and social norms in the influence of GHA perception on identification and trust toward green hotels.

Design/methodology/approach

A two-stage survey was used to collect data via Prolific Academic. The authors tested the hypotheses on 521 valid responses using the partial least squares method.

Findings

The results show that identification and trust mediate the effect of GHA perception on attitude, intention to stay and willingness to pay a premium for green hotels. The authors found a positive interaction effect between GHA perception and personal norms on identification and trust and a negative interaction effect between social norms and GHA perception on trust. The interaction effect of GHA perception and social norms on identification is not significant.

Originality/value

This study presents an integrated framework for green hotel adoption by examining the potential guest perception of GHAs and explores how it fosters positive guest responses. Findings show that GHA perception positively influences potential guest responses through identification (the personal route) and trust (the social route). This study also simultaneously considers personal norms and social norms, together with the effects of their interactions with GHA perception on identification and trust.

Keywords

Citation

Balaji, M.S., Jiang, Y. and Jha, S. (2019), "Green hotel adoption: a personal choice or social pressure?", International Journal of Contemporary Hospitality Management, Vol. 31 No. 8, pp. 3287-3305. https://doi.org/10.1108/IJCHM-09-2018-0742

Publisher

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Emerald Publishing Limited

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