Influence of the green certification logo and text on environmental awareness and hotel guests’ water-saving behaviour

Jose Weng Chou Wong · Ivan Ka Wai Lai

44 citations0/0 files storedJournal of Travel & Tourism Marketing

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Environmental Sustainability in Business Diverse Aspects of Tourism Research Environmental Education and Sustainability

Abstract

This study aimed to investigate the influence of having a green certification logo (versus no logo) supplementing with text (versus no text) on hotel guests using water behaviours. Focus group interviews (Study 1) found that hotel guests are aware of common green practices in hotels. A quasi-experimental survey (Study 2) indicated the interaction effect of a green certification logo and text on hotel guests’ environmental awareness and water-saving behavioural intention. Another quasi-experimental survey (Study 3) indicated that an explicit green message is more effective than an implicit green message in reducing hotel shower time.

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References

2003Temporal construal.1999Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination 2008Opportunities for green marketing: young consumers 2021Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research 2011It's the Mind-Set that Matters: The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors 2011Tourism and water use: Supply, demand, and security. An international review 2004Choosing the Right Green Marketing Strategy 2006An empirical study on the influence of environmental labels on consumers

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