Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions

Heesup Han, Li Tzang Jane Hsu, Jin Soo Lee, Chwen Sheu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

274 Citations (Scopus)

Abstract

This study attempted to answer the following research questions: (1) Do eco-friendly attitudes affect hotel customers' environmentally friendly intentions to visit a green hotel, to spread word-of-mouth about a green hotel, and to pay more for a green hotel?; (2) If so, which facet of attitudes has the greatest impact?; (3) How do their expressed intentions differ across gender, age, education, and household income?; (4) How do such expressed intentions differ based on the existence of previous experience staying at a green hotel? A total of 422 cases were used to answer the research questions. Findings indicate that customers' green attitudes are, in general, significantly associated with their expressed intentions to visit a green hotel, to spread word-of-mouth about a green hotel, and to pay more for it. Gender differences in such intentions were found, and the intentions were affected by their previous experiences with a green hotel. However, the eco-friendly intentions did not significantly differ across age, education, and household income.
Original languageEnglish
Pages (from-to)345-355
Number of pages11
JournalInternational Journal of Hospitality Management
Volume30
Issue number2
DOIs
Publication statusPublished - 1 Jun 2011

Keywords

  • Eco-friendly attitudes
  • Eco-friendly intentions
  • Green hotel
  • Personal characteristics

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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