Hotel environmental practices and willingness to pay: The role of environmental concern and demographic moderators Edit Download
Surabhi Gore & Semele Jatin Sardesai
What the paper says
Purpose – The study explores the relationship between hotel environmental practices, environmental concerns (self, others, biosphere), and customer’s willingness to pay a premium while also assessing the interactive effects of Age and Gender. Design/Methodology/Approach – The research adopts a mixed-methods approach. Initially, a qualitative exploratory study was conducted across six hotels in Goa, India, to assess the adoption of green practices. Subsequently, a structured questionnaire was administered to customers staying in these establishments. Structural equation modelling was performed using IBM SPSS AMOS version 22. The study’s findings are interpreted through the lens of diffusion of innovation theory. Findings – Results indicate that environmental concern for self does not translate into financial support for sustainable hotel practices. Consumers above 35 years are more willing to pay for sustainable hotel practices. Younger men are less likely to pay a higher price for hotels that follow sustainable practices than other groups. Originality of the research – Previous research has evaluated environmental concern as a single construct. This research contributes to the literature by disaggregating environmental concerns into three distinct dimensions and analysing their influence on sustainable consumption behaviour. The study also evaluated customer’s willingness to pay based on demographic factors like age and gender.
Evidence weight
Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40
| F · citation impact | 0.50 × 0.4 = 0.20 |
| M · momentum | 0.50 × 0.15 = 0.07 |
| V · venue signal | 0.50 × 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.