Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials

Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating... Research on the word-of-mouth intention of consumers has received increasing attention in hospitality research. However, little research has explored the effect of green image on the word-of-mouth intention of consumers and how this effect was mediated by green satisfaction and green trust. Based on the Stimulus-Organism-Response (S-O-R) framework, this research examined the relationship between green image and the word-of-mouth intention of consumers in the Chinese green hotel industry and explored the mediating effects of green satisfaction and green trust. Considering that Millennials (a large and influential generation born in the 1980s and late 1990s) are extremely concerned about green issues, more concerned about the environment than previous generations, and a powerful source of word-of-mouth about products and services, this research also examined the moderating effect of Millennials. The questionnaire survey method was used to collect data from 324 respondents with the help of travel agencies to test these relationships. The results indicated that the green image of green hotels strongly influences consumer green satisfaction and green trust, and consumer green satisfaction has a significant effect on green trust. The consumers’ green satisfaction and green trust are positively related to their intention to recommend green hotels to individuals around them. Furthermore, significant moderating effects of Millennials were found in all paths between the investigated variables in the proposed model. The results also showed that female tourists are more likely than male tourists to recommend green hotels. The implications of these findings were discussed, and limitations and future research directions were suggested. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Cleaner Production Elsevier

Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials

Loading next page...
 
/lp/elsevier/green-image-and-consumers-word-of-mouth-intention-in-the-green-hotel-xxTKjOhWjs
Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0959-6526
D.O.I.
10.1016/j.jclepro.2018.01.250
Publisher site
See Article on Publisher Site

Abstract

Research on the word-of-mouth intention of consumers has received increasing attention in hospitality research. However, little research has explored the effect of green image on the word-of-mouth intention of consumers and how this effect was mediated by green satisfaction and green trust. Based on the Stimulus-Organism-Response (S-O-R) framework, this research examined the relationship between green image and the word-of-mouth intention of consumers in the Chinese green hotel industry and explored the mediating effects of green satisfaction and green trust. Considering that Millennials (a large and influential generation born in the 1980s and late 1990s) are extremely concerned about green issues, more concerned about the environment than previous generations, and a powerful source of word-of-mouth about products and services, this research also examined the moderating effect of Millennials. The questionnaire survey method was used to collect data from 324 respondents with the help of travel agencies to test these relationships. The results indicated that the green image of green hotels strongly influences consumer green satisfaction and green trust, and consumer green satisfaction has a significant effect on green trust. The consumers’ green satisfaction and green trust are positively related to their intention to recommend green hotels to individuals around them. Furthermore, significant moderating effects of Millennials were found in all paths between the investigated variables in the proposed model. The results also showed that female tourists are more likely than male tourists to recommend green hotels. The implications of these findings were discussed, and limitations and future research directions were suggested.

Journal

Journal of Cleaner ProductionElsevier

Published: Apr 20, 2018

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off