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A stimulus-organism-response perspective to examine green hotel patronage intention
Asia Pacific Journal of Marketing and Logistics ; 35(6):1552-1568, 2023.
Article in English | ProQuest Central | ID: covidwho-20243586
ABSTRACT
PurposeThis study aims to investigate the relationships among monetary cost (stimulus), perceived greenwash fear, attitude and perceived behavioural control (organism-related factors) and green hotel patronage intention (response) using the stimulus-organism-response (S-O-R) model.Design/methodology/approachA total of 262 valid questionnaires were collected. Data were collected using the purposive sampling method and tested using the partial least squares (PLS) approach.FindingsMonetary cost is positively related to only one organism-related factor which is perceived greenwash fear. All organism-related factors are positively related to response, which is green hotel patronage intention. Attitude mediates the relationship between perceived greenwash fear and green hotel patronage intention, as well as perceived behavioural control and green hotel patronage intention.Research limitations/implicationsA longitudinal study can be performed in the future to observe the actual green hotel patronage behaviour of customers.Practical implicationsGreen hoteliers should focus on the development of communication strategies to enhance their corporate reputation. Green hoteliers also need to build trust by showing their green initiatives are genuine, identify consumers who are willing to pay more for green hotels and offer promotions with price incentives such as frequency discounts, coupons and rebates to increase interest and trialability.Originality/valueFew studies have focused on the use of monetary cost as a stimulus in the S-O-R model to predict green hotel patronage intention. This study also tested the mediating effect of attitude, one of the organism-related factors, in the model.
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Full text: Available Collection: Databases of international organizations Database: ProQuest Central Type of study: Cohort study / Observational study / Prognostic study Language: English Journal: Asia Pacific Journal of Marketing and Logistics Year: 2023 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: ProQuest Central Type of study: Cohort study / Observational study / Prognostic study Language: English Journal: Asia Pacific Journal of Marketing and Logistics Year: 2023 Document Type: Article