Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/15060
Title: Consumers' willingness to pay for green initiatives of the hotel industry
Authors: Kang, KH
Stein, L
Heo, CY
Lee, S
Issue Date: 2012
Source: International journal of hospitality management, 2012, v. 31, no. 2, p. 564-572
Abstract: 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.
Keywords: Willingness to pay
Environmental concern
New Ecological Paradigm Scale
Hotel type
Hotel
Green practice
Publisher: Pergamon Press
Journal: International journal of hospitality management 
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2011.08.001
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