Mimicry Matters: The Desire to Imitate and Its Impact on Green Hotel Choices

This study explores how hotel images influence travelers’ decisions to book green hotels through self-persuasion theory. Unlike previous research on conscious decision-making, it suggests that images can subtly encourage environmentally friendly choices. Two experiments examine the quantity and content of photos. Results show that appealing images enhance booking intentions but do not affect travelers’ willingness to make personal sacrifices for green choices. This research innovatively focuses on subconscious visual influence in consumer behavior, offering insights for green hotels to attract more bookings and promote sustainability. Academically, it enriches the discourse on green consumption by highlighting imagery’s role. Practically, it provides marketing strategies for hospitality businesses to boost green consumption by using appealing images to attract eco-conscious travelers.