The Impact of Option Popularity, Social Inclusion/Exclusion, and Self-affirmation on Consumers’ Propensity to Choose Green Hotels

Yixing Gao, Anna S. Mattila

Research output: Journal article publicationJournal articleAcademic researchpeer-review

22 Citations (Scopus)


Previous research on consumers’ willingness to choose a green hotel has yielded mixed results, with some studies indicating a positive relationship with the hotel’s CSR initiatives, while others suggesting that there is no booking advantage for hotels going green. The present research seeks to understand the social nature of green hotel booking decisions and proposes a conceptual framework elucidating three primary factors that underlie consumers’ propensity to choose a green hotel. The study findings indicate that, importantly, a consumer’s social relationship situation (social inclusion vs. social exclusion) with other consumers, self-affirmation (self-value/self-concept reinforcement), and the option popularity jointly influence consumers’ willingness to choose a green hotel. The authors adopt a 2 × 2 × 2 factorial experimental design to test the proposed hypotheses. Theoretical and managerial implications are discussed.
Original languageEnglish
Pages (from-to)575-585
Number of pages11
JournalJournal of Business Ethics
Issue number3
Publication statusPublished - 1 Jul 2016
Externally publishedYes


  • CSR
  • Green hotels
  • Option popularity
  • Self-affirmation
  • Social exclusion
  • Social inclusion
  • Willingness to choose green hotels

ASJC Scopus subject areas

  • Business and International Management
  • Business, Management and Accounting(all)
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Law

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