TY - JOUR
T1 - Consumers' willingness to pay for green initiatives of the hotel industry
AU - Kang, Kyung Ho
AU - Stein, Laura
AU - Heo, Cindy Yoonjoung
AU - Lee, Seoki
N1 - Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.
PY - 2012/6
Y1 - 2012/6
N2 - This paper examines hotel guests' willingness to pay a premium for environmentally friendly and sustainable practices of the U.S. hotel industry. Specifically, the goal of this research is to investigate the relationship between the level of U.S. hotel guests' environmental concern, measured by the New Ecological Paradigm Scale (NEP) and their willingness to pay (WTP) a premium for hotels' " green practices." This study found that U.S. hotel guests with higher degrees of environmental concerns declare a higher willingness to pay premiums for hotels' green initiatives. This avowed willingness supports the social identity theory and the means-end theory. In addition, based on the affect-based complementarity proposition, this study also examined the effect of hotel type on WTP in the U.S. hotel industry, and found that luxury and mid-priced hotel guests are more willing to pay premiums for hotels' green practices than economy hotel guests.
AB - This paper examines hotel guests' willingness to pay a premium for environmentally friendly and sustainable practices of the U.S. hotel industry. Specifically, the goal of this research is to investigate the relationship between the level of U.S. hotel guests' environmental concern, measured by the New Ecological Paradigm Scale (NEP) and their willingness to pay (WTP) a premium for hotels' " green practices." This study found that U.S. hotel guests with higher degrees of environmental concerns declare a higher willingness to pay premiums for hotels' green initiatives. This avowed willingness supports the social identity theory and the means-end theory. In addition, based on the affect-based complementarity proposition, this study also examined the effect of hotel type on WTP in the U.S. hotel industry, and found that luxury and mid-priced hotel guests are more willing to pay premiums for hotels' green practices than economy hotel guests.
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U2 - 10.1016/j.ijhm.2011.08.001
DO - 10.1016/j.ijhm.2011.08.001
M3 - Article
AN - SCOPUS:84855513730
VL - 31
SP - 564
EP - 572
JO - International Journal of Hospitality Management
JF - International Journal of Hospitality Management
SN - 0278-4319
IS - 2
ER -