Abstract
AbstractThe current study utilises the time‐tested systematic literature review (SLR) method to identify and analyse 76 studies addressing the consumer adoption of green hotels. The results of the research profile analysis show that the literature on consumers' adoption and consumption of green hotel products and services is expanding and gaining more recognition from researchers working in Asian contexts, particularly China, Taiwan and India. Moreover, the qualitative thematic analysis yields four key themes, (a) consumer behaviour variables addressed, (b) antecedents and mediators of green hotel adoption, (c) moderators of the relationship and (d) methodological considerations, for which limitations and future research directions are identified accordingly. The main novelty of the study lies in the development of a unified framework of consumer adoption and consumption of green hotel products and services that calls for a multitheoretic examination of the issue. This review is among the first to consolidate the growing literature on consumer adoption and consumption of green hotel products and services.
Highlights
Researchers and practitioners worldwide have recently witnessed the exponential rise of green and responsible consumer behaviour (Amberg & Fogarassy, 2019; Awan et al, 2020; Mainieri et al, 1997; Peattie, 2010; Yadav & Pathak, 2017)
We present a unifying framework on consumer behaviour regarding green hotels
We identify five key limitations spread across the two subthemes: Consumer level At the consumer level, we were able to identify two key gaps linked to the customer-level antecedents of adoption and their operationalisation, (a) broad definition of consumer attitudes and (b) Negative antecedents and retractors of positive behaviour have not been adequately investigated
Summary
Researchers and practitioners worldwide have recently witnessed the exponential rise of green and responsible consumer behaviour (Amberg & Fogarassy, 2019; Awan et al, 2020; Mainieri et al, 1997; Peattie, 2010; Yadav & Pathak, 2017). A large body of literature on consumer behaviour in green hotels has evolved to understand the consumers' adoption intentions (Nimri et al, 2020; Yarimoglu & Gunay, 2020), their willingness to pay a premium By building a unifying model of consumer behaviour concerning green hotels, we seek to help practitioners identify the key factors that influence favourable consumer behaviour in terms of green hotel adoption, consumers' visit intention and willingness to pay a premium. On the consumer behaviour side, we seek to investigate the different behavioural intentions that consumers may exhibit towards green hotels, in terms of willingness to pay more, visit/ booking intention, word of mouth (WOM) and satisfaction Another behavioural variable related to adoption that has recently been gaining traction is the intention to participate in green hotel initiatives
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