The Effect of Priming and Customer Reviews on Sustainable Travel Behaviors

Abstract

This research investigates how priming environmental attitudes influences purchase decisions and donations in response to environmental cues in online traveler reviews. An experiment evaluated the effects of priming, green review valence, and green designator cues using a simulated travel website. Priming was implemented using an environmental awareness scale that was completed before viewing the stimuli. Green review valence consisted of customer reviews for a resort that contained positive or negative environmental content. The designator cue was a “green leaders” badge on the resort description. The results indicate that the influence of environmental attitudes is stronger when green content is negative versus positive, and negative environmental content increases donations to environmental causes. Environmental attitude scores moderate the effect of priming those attitudes on behavioral intentions. However, a green designator does not influence outcomes. The findings can help operators promote environmental behaviors and attract travelers through sustainable practices.