The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

Şafak Şahin · Şeyhmus Baloğlu

82 citations0/0 files storedCornell Hospitality Quarterly

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Environmental Sustainability in Business Diverse Aspects of Tourism Research Marketing and Advertising Strategies

Abstract

This study aims to broaden knowledge about the effects of green (environmentally responsible) advertising images on consumer behavior in the context of the hotel industry. A 5 (ad type: non-green vs. green with text vs. green with logos vs. green with visuals vs. green with the combination of all) × 2 (hotel segment: luxury vs. budget) between-subjects experimental design was developed. The purpose of this research, within the foundations of dual coding theory, is to investigate the influence of different types of green (textual, visual, green certification logos, and combination of all) versus non-green ads on advertising effectiveness operationalized as attitude toward the ad (AAd), attitude toward the hotel (AHot), and purchase intention (PI) for budget and luxury hotel segments while controlling the effects of environmental involvement. The results demonstrate that green text, green certification logo, green with visual cues, and green combination ads were more effective than non-green ads in terms of AAd, attitude toward the brand, or PI. The study also reveals that the effectiveness of green hotel ads will vary with the budget and luxury hotels as the results provide encouraging results for luxury hotels to increase ad effectiveness via using green certification in their advertising strategy. Overall, the findings provide implications for budget and luxury hotels in terms of designing green and sustainability messages in their communication strategies.

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References

1985Measuring the Involvement Construct 1986Mental Representations: A Dual Coding Approach 2009Instructional manipulation checks: Detecting satisficing to increase statistical power 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1972Imagery and Verbal Processes 1992Advances in Consumer Research 2001Multimedia Learning 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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