International Journal of Hospitality Management 30 (2011) 345–355
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International Journal of Hospitality Management
journal homepage: www.elsevier.com/locate/ijhosman
Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions
Heesup Han a,∗ , Li-Tzang Jane Hsu b,1 , Jin-Soo Lee c,2 , Chwen Sheu d,3 a
Department of Tourism Management, College of Business Administration at Dong-A University, Bumin-dong 2-ga, Seo-gu, Busan 602-760, Republic of Korea College of Business Administration at Kansas State University, 2E Calvin Hall, Manhattan, KS 66506-1404, USA School of Hotel and Tourism Management at Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong d
College of Business Administration at Kansas State University, 19D Calvin Hall, Manhattan, KS 66506-1404, USA b
a r t i c l e
i n f o
a b s t r a c t
This study attempted to answer the following research questions: (1) Do eco-friendly attitudes affect hotel customers’ environmentally friendly intentions to visit a green hotel, to spread word-of-mouth about a green hotel, and to pay more for a green hotel?; (2) If so, which facet of attitudes has the greatest impact?; (3) How do their expressed intentions differ across gender, age, education, and household income?; (4) How do such expressed intentions differ based on the existence of previous experience staying at a green hotel? A total of 422 cases were used to answer the research questions. Findings indicate that customers’ green attitudes are, in general, signiﬁcantly associated with their expressed intentions to visit a green hotel, to spread word-of-mouth about a green hotel, and to pay more for it. Gender differences in such intentions were found, and the intentions were affected by their previous experiences with a green hotel. However, the eco-friendly intentions did not signiﬁcantly differ across age, education, and household income.
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The concept of business sustainability has received considerable attention from both practitioners and academicians, and concerns regarding environmental protection have brought about changes in consumer demands and behaviors (Mendleson and Polonsky,
1995; Ottman, 1992). A large number of customers show increased environmental awareness and a preference for green ﬁrms and their products, revealing their willingness to purchase and pay more for environmentally friendly products/services (Manaktola and Jauhari, 2007; Mendleson and Polonsky, 1995; Vandermerwe and Oliff, 1990). A recent research done by the Athens Laboratory of Research in Marketing in collaboration with the Center of Sustainability about the green marketing found more than 92% of consumers has a positive attitude towards the companies that are sensitive on environmental matters (Papadopoulos et al., 2009). To fulﬁll emerging green needs, business leaders in various ﬁelds have made every effort to change their corporate structures/cultures to
∗ Corresponding author. Tel.: +82 51 200 7427; fax: +82 51 200 4335. E-mail addresses: email@example.com (H. Han), firstname.lastname@example.org (L.-T.J. Hsu), email@example.com (J.-S. Lee), firstname.lastname@example.org (C. Sheu).
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be more environmentally responsible and to modify their existing products/services to be more environmental friendly (Dief and Font, 2010; D’Souza and Taghian, 2005; Ottman, 1992).
The competitiveness of the travel industry can be enhanced by the popularity of a destination environment and by the presence of natural attractions. However, travel...
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