Understanding consumers’ preferences for green hotels – the roles of perceived green benefits and environmental knowledge

Abstract

PurposeThis study aims to examine the influence of environmental knowledge on perceived green benefits and green hotel patronage intention. It also aims to investigate the influence of perceived green benefits on attitude towards green hotel stay and patronage intention.Design/methodology/approachThe purposive sampling method was used in this study. A total of 262 respondents completed the survey questionnaire. For data testing, the partial least squares approach was used.FindingsEnvironmental knowledge positively influenced the intention to patronise a green hotel and all the perceived green benefits – functional, emotional, social and epistemic benefits. Perceived green benefits did not influence green hotel patronage intention directly, but all the benefits promoted a favourable attitude towards green hotel stay.Research limitations/implicationsFuture studies can replicate this study to examine whether consumers in other cities or countries perceive green benefits similarly or differently. The current model can also be used to explore other hospitality and tourism settings.Practical implicationsGreen hoteliers should highlight all the four perceived green benefits in their marketing communication materials, especially functional and epistemic benefits that have greater effect on attitude. Green hoteliers can also collaborate with local government, educational institutions and travel agencies to develop pro-environmental materials to increase environmental knowledge of consumers.Originality/valueFew studies have examined the relationships among environmental knowledge, perceived green benefits with the inclusion of epistemic benefit, attitude and green hotel patronage intention in a single framework.