Green Trust: How Consumer Demographics Moderate Environmental Commitment in Latin America

Abstract

Trust in “green” practices emerges as a crucial determinant in consumer decision-making, reflecting the value placed on a hotel’s sustainability endeavors. This study investigates the factors influencing trust in green hotels by analyzing demographic data obtained from 172 participants in Latin America. Employing statistical methods, including ANOVA and SEM, the research explores the relationship between trust in green practices and demographic variables, with a focus on identifying potential significant differences. The findings highlight the pivotal role of age, particularly the 18–24 years old, in fostering greater environmental commitment. Additionally, the study reveals that prior experience, knowledge, and commitment significantly explain green trust levels. This study offers insights into the Latin American consumer profile, thereby aiding hoteliers and environmental practitioners in comprehending consumer behavior toward eco-friendly lodging options.