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Analysis of the gap between self-reported and actual pro-environmental behaviors of hotel customers

Natalina Sousa et al.

Consumer Behavior in Tourism and Hospitality2025https://doi.org/10.1108/cbth-04-2024-0118article
ABDC B
Weight
0.44

Abstract

Purpose This paper aims to explore customers’ pro-environmental behaviors (PEBs) adopted at hotels that implement green practices. A method to examine the gap between self-reported and actual PEBs is presented. Design/methodology/approach The empirical study is divided in two parts. The first one comprised a survey questionnaire administered to 136 customers who stayed in Portuguese hotels (Sample 1). The second one consisted of 495 in-room consumer PEBs observations (Sample 2). A method was developed to compare self-reported and actual PEBs, combining the answers given to the questionnaire and the observed PEBs implemented by customers during their stay. The aggregate observations of in-room consumer’s PEBs enabled the development of an index to assess the actual PEBs (ACTUALPEBI). This index was then compared with the self-reported PEB index (REPORTEDPEBI). Findings The majority of guests indicated adopting environmentally friendly practices while at the hotel, and 50% of REPORTEDPEBI rank similarly to ACTUALPEBI. Research limitations/implications Understanding and measuring both actual and reported PEBs of guests offers valuable insights for hotel managers and marketers. This information can be used to target specific consumer segments with green marketing campaigns and develop educational programs that effectively encourage guest participation in hotel sustainability efforts. While the survey participants were international, the research itself was limited to hotels in Portugal. Therefore, future research should involve more participants and be conducted across different countries. Practical implications Understanding and measuring both actual and reported PEBs of guests offers valuable insights for hotel managers and marketers. This information can be used to target specific consumer segments with green marketing campaigns and develop educational programs that effectively encourage guest participation in hotel sustainability efforts. Originality/value This study proposes an alternative method for analyzing customers’ PEBs by observing actual PEBs during their stay and comparing them to self-reported PEBs, thereby reducing answer biases.

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https://doi.org/https://doi.org/10.1108/cbth-04-2024-0118

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@article{natalina2025,
  title        = {{Analysis of the gap between self-reported and actual pro-environmental behaviors of hotel customers}},
  author       = {Natalina Sousa et al.},
  journal      = {Consumer Behavior in Tourism and Hospitality},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1108/cbth-04-2024-0118},
}

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Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.32 × 0.4 = 0.13
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.