Abstract
Despite the proliferating numbers and types of ecolabels for lodging in the United States, little is known about consumer reactions toward them. Thus, this study examines the US adult travelers’ familiarity with and perceived credibility of six ecolabels used by lodging firms in the market today, which vary in terms of industry scope (lodging only vs. multi-industry) and issuer type (profit, nonprofit, or government): Audubon International, Green Key Eco, TripAdvisor’s GreenLeaders, Leadership in Energy and Environmental Design, Energy Star, and Green Business Bureau. Results based on 392 responses collected from a national online survey in April 2014 show that Energy Star and GreenLeaders had the highest levels of familiarity and perceived credibility, while familiarity and credibility levels for the other four ecolabels were relatively low, indicating critical needs for better marketing about ecolabels, overall. These results also provide lodging managers with important insight into consumer reactions toward the ecolabels currently existent and utilized by lodging firms and identify which ecolabels, if any, to pursue.
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