Threat-Induced Sustainability: How Covid-19 has Affected Sustainable Behavioral Intention and Sustainable Hotel Brand Choice

Seongseop Kim, Jungkeun Kim, Jacob C. Lee, Jinah Park

Research output: Journal article publicationJournal articleAcademic researchpeer-review

16 Citations (Scopus)

Abstract

The purpose of this research was to explore the influence of the COVID-19 pandemic on consumers’ sustainable consumption behavior. It investigated whether the perceived threat of COVID-19 increased their intention to choose a sustainable hotel brand option. It examined whether environmental concern and the perceived value of patronizing a sustainable business mediated the relationship between the perceived threat of COVID-19 and sustainable behavioral intention. Five experimental studies indicated that the pandemic contributed to elevating sustainable behavioral intention. Environmental concern and the perceived value of patronizing a sustainable business played a mediating role in the relationship between the perceived threat of COVID-19 and sustainable behavioral intention. Another important outcome was that customers showed a preference for choosing a sustainable hotel brand over a non-sustainable brand, even when the price was higher.

Original languageEnglish
Pages (from-to)501-515
Number of pages15
JournalJournal of Hospitality and Tourism Research
Volume48
Issue number3
Early online date31 Jul 2022
DOIs
Publication statusPublished - Mar 2024

Keywords

  • behavioral intention
  • choice
  • COVID-19
  • environmental concern
  • sustainability
  • threat

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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