The effects of environmental and luxury beliefs on intention to patronize green hotels: the moderating effect of destination image

Abstract

Nathaniel D. Linea* & Lydia Hanksba Dedman School of Hospitality, Florida State University, B4105 University Center, 288 Champions Way, Tallahassee, FL 32306, USAb Dedman School of Hospitality, Florida State University, B4114 University Center, 288 Champions Way, Tallahassee, FL 32306, USANathan Line is an assistant professor in the Dedman School of Hospitality at Florida State University. His primary research interests include sustainable hospitality provision and sustainable destination management.Lydia Hanks is an assistant professor in the Dedman School of Hospitality at Florida State University. Her primary research interests include corporate social responsibility, service failure and recovery, and consumer behavior.* Corresponding author. Email: nline@fsu.eduRecent research has demonstrated a disconnect between environmental beliefs and behavior when it comes to the consumption of hospitality products. Unfortunately, while many consumers believe that hotels should engage in green practices, there is mounting evidence that such beliefs do not necessarily translate into actual purchases of sustainable products. The purpose of this research is to examine this issue by developing an integrated framework establishing the relationships among the beliefs, attitudes, and behaviors associated with the consumption of the green hotel product. In particular, we are concerned with the effects of consumers' beliefs regarding the luxury-based trade-offs associated with staying in green hotels. Additionally, we seek to establish the role of destination image as a determinant of the relationships specified in the proposed nomology. The results support our overall hypothesis that the established disconnect between environmental values and sustainable hospitality consumption behavior is at least partially attributable to the cognitive evaluation of the attributes of the hotel's destination. Specifically, our results show that, while the belief that green hotels are less luxurious translates to unfavorable attitudes toward green hotels in urban tourism destinations, this relationship does not occur in nature-based tourism destinations.

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