Predicting green hotel behavioral intentions using a theory of environmental commitment and sacrifice for the environment

Abstract

This study developed a comprehensive model of consumers’ behavioral decisions for or against staying at green hotels by employing environmental values in combination with interdependence theory and the commitment model. We examined the interplay between consumers’ biospheric values, their willingness to sacrifice for the environment, and their behavioral intentions in the context of green hotels. Results from 375 completed responses to a survey instrument revealed that biospheric values influenced consumers’ willingness to sacrifice for the environment, which in turn affected their green hotel visit intentions, their willingness to sacrifice to stay at a green hotel, and their willingness to pay more to stay at a green hotel. Moreover, consumers’ willingness to sacrifice for the environment fully mediated the relationship between biospheric values and green hotel-specific behavioral intentions.