Understanding how consumers view green hotels: How a hotel's green image can influence behavioural intentions

Jin Soo Lee, Li Tzang Hsu, Heesup Han, Yunhi Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

483 Citations (Scopus)


As the public is increasingly concerned about environmental issues, green management is rapidly becoming a strategic tool that can enhance a hotel's competitive advantage. This study explores how to develop the image and branding of a green hotel using the concepts of cognitive, affective and overall images. The study, based on a survey of 416 hotel users, also investigates how a green hotel image can affect behavioural intentions (i.e. intention to revisit, intention to offer positive recommendations to others and willingness to pay a premium). The findings confirm that cognitive image components (namely value and quality attributes) can exert a positive influence on a green hotel's affective and overall images. The affective image is also found to positively affect a green hotel's overall image. A green hotel's overall image, in turn, can contribute to more favourable behavioural intentions. Quality attributes were found to be more powerful than value attributes. The importance of the concept of selfish altruism and obtaining a feeling of wellbeing from a purchase were shown to be very strong. A range of theoretical and practical implications are discussed.
Original languageEnglish
Pages (from-to)901-914
Number of pages14
JournalJournal of Sustainable Tourism
Issue number7
Publication statusPublished - 1 Sep 2010


  • Affective image
  • Behavioural intentions
  • Cognitive image
  • Green hotels
  • Overall image

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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