Are vegetarian customers more “green”?

Alei Fan, Barbara Almanza, Anna S. Mattila, Li Ge, Eunsol Her

Research output: Contribution to journalArticle

Abstract

This research investigates whether customers’ preferences for a certain diet (vegetarianism) may extend to another indirectly related hospitality choice (lodging at a green hotel). The study results show that, compared with non-vegetarians, vegetarian customers demonstrate higher level of green values and are more likely to choose a green hotel. The reasons that vegetarian customers prefer a green hotel are discovered by a serial-mediation effect: the normative motivations that make people become vegetarians are congruent with the green values extended by hotels that incorporate CSR initiatives and implement green practices, which leads to vegetarian customers’ preference for a green hotel.

Original languageEnglish (US)
Pages (from-to)467-482
Number of pages16
JournalJournal of Foodservice Business Research
Volume22
Issue number5
DOIs
StatePublished - Sep 3 2019

All Science Journal Classification (ASJC) codes

  • Food Science

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