The Effect of Brand Experience on Eco-Friendly Behavior: An Application of the Stimulus–Organism–Response Framework

Although many studies have examined the effect of informational signage for green practices on eco-friendly behavior, limited research has explored the psychological mechanism of customers’ green decisions resulting from their hotel brand experience. It is important to know the effect of brand experience on customers’ green decisions within the green hotel context to understand customers’ subjective and behavior responses induced by brand-related stimuli. Thus, this study discusses how green hotel experiences lead customer eco-friendly behavior based on the Stimulus-Organism-Response framework. Study 1 aims to examine the potential predictors of customers’ eco-friendly behavior based on the Stimulus-Organism-Response framework. PLS-SEM was used to tests the hypotheses using a sample of 217 green hotel customers. The results reveal that brand experience and customer inspiration significantly affect eco-friendly behavior. Further, the results show customer inspiration significantly mediates the relationship between green hotel brand experience and eco-friendly behavior. This study clearly shows the relationship among green hotel brand experience, customer inspiration, and eco-friendly behavior. Thus, this article contributes to exiting hospitality studies by identifying gaps and proposing a holistic view to understand customers’ eco-friendly behavior in the green hotel industry. Study 2 examines the mediating role of customer inspiration and moderating role of Openness to experience in the relationship between brand experience and eco-friendly behavior based on Stimulus-Organism-Response framework. Structural equation modeling was used to test the hypotheses. PLS-SEM tests the hypotheses using a sample of 223 green hotel customers. The results reveal that brand experience has a significant effect on eco-friendly behavior through inspiration. Further, the results show that Openness to experience does not moderate the relationship between green hotel brand experience and eco-friendly behavior. This study clearly shows the relationship among green hotel brand experience, customer inspiration, and eco-friendly behavior. These findings can help marketers and researchers improve their understanding of the decision-making processes of green hotel customers. The findings of this study indicate that green hotel’s brand experience considerably influences environment-friendly behavior through the mediating role of hotel guests’ inspiration. Green hotel managers need to find the sources that evoke customer inspiration by utilizing diverse experiential factors, such as sensory, affective, behavioral, and intellectual. For example, practitioners can provide attractive sensory cues to increase customer inspiration. Additionally, hotel managers may imply technology devices to provide unique behavioral or intellectual experience to hotel customers while staying at hotel and increasing inspiration status. The findings of this study also suggest practitioners that personality does not have a significant relationship with customer inspiration and eco-friendly behavior. Thus, instead of focusing on customers’ personality trait, hotel marketers may want to provide innovative external stimuli, such as virtual reality experiences, to increase customers’ inspiration because the effect of customer experience on inspiration and green-related behavior is significant regardless of the type of an individual’s personality.Hotel and Restaurant Management, Conrad N. Hilton College o

Socio-demographic characteristics and green consumption behavior in developing countries: the case of Malaysia

Purpose The purpose of this study is to examine the effect of customers’ socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia. Design/methodology/approach The current study used partial least square-structural equation modeling to analyze a sample of 400 green hotel customers in Malaysia. Further, multi-group analysis (MGA) is conducted to examine whether a significant difference exists across demographic groups. Findings Attitude and perceived behavioral control exert positive effects on desire, which in turn considerably influences behavioral intention. Results of MGA indicate that attributions have varying effects on the desire and behavioral intention with different socio-demographic characteristics. In particular, negative anticipated emotion negatively predicts desire among the customers of the older group, whereas positive anticipated emotion and subjective norm positively influence desire among the customers of the low educational level group. Research limitations/implications The study examines green hotel customers’ behavior in Malaysia, and further research is needed to determine whether the impact of the proposed determinants across different industries. As the concept of corporate social responsibility (CSR) has started to influence customers’ behavior, the findings may be changing over time. Thus, a further longitudinal study would be beneficial to monitor the performance hotel CSR activities. Originality/value Although there is an increasing interest in CSR activities among Malaysian customers, there is a lack of information regarding customers’ motivation in the green hotel context. Furthermore, limited studies examined the role of customers’ demographic characteristics in the CSR literature. There is a need to understand green hotel industry and customers’ responses toward CSR activities. </jats:sec

The effect of green CSR skepticism on positive attitude, reactance, and behavioral intention

PurposeThis paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine the impact of attitudinal factors on customers' behavioral intention.Design/methodology/approachThis study applies mixed-method research to examine the link between CSR skepticism, positive attitude, reactance and behavioral intention based on attitude-behavior-context theory.FindingsAs predicted, CSR skepticism weakens a favorable attitude toward CSR, whereas it increases the level of reactance. Also, CSR skepticism negatively influences behavioral intention, while positive attitude and reactance positively influence behavioral intention.Originality/valueUnderstanding customers' skepticism toward CSR has become increasingly important because of its negative consequences. Despite existing studies on CSR skepticism, few have focused on why and how CSR skepticism leads to negative behavioral outcomes. Thus, this research contributes to existing tourism literature by examining the role of CSR skepticism on their attitude and behavior. Findings will help researchers and practitioners understand how CSR skepticism impacts customers' behavioral intention and develops CSR strategies to enhance the behavioral intention to patronize.</jats:sec

Examining the relative influence of multidimensional customer service relationships in the food delivery application context

Purpose From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies acknowledged the strategic importance of a strong relationship between customers and brands in enhancing company performance probability, the potential benefits derived from mobile commerce experience deserves further investigation. Thus, this study aims to examine how multidimensional relationships between customers and service providers affect brand performance. Design/methodology/approach Using a sample of food delivery application customers in the USA, the structural equation modeling (SEM)-partial least squares (PLS) path modeling is used to examine the impact of economic exchange, social exchange, mutual-interest and self-interest, on brand equity and loyalty intention. Findings The PLS-SEM results indicate that customers’ perceived economic exchange, social exchange and mutual interests with food delivery applications influence their perceived equity, which, in turn, enhances their loyalty intention toward brand applications. However, self-interest does not enhance customers’ perceived brand equity. Practical implications Accordingly, food delivery service providers must value their relationship with customers to achieve sustainable organizational growth and develop appropriate promotion activities to enhance economic exchange, social exchange and mutual interests. Originality/value The current study contributes to the literature by empirically demonstrating the consequences of customer-brand relationships in the emerging service context (i.e. food delivery applications). </jats:sec

Shopping with perceived benefits of sustainable consumption in online resale platforms

PurposeInterest is increasing in sustainable consumption, including the purchase of used products instead of new ones. This study aims to examine customer behaviors in the context of resale websites. Specifically, it aims to identify the relative role of multidimensional perceived benefits associated with customer attitudes.Design/methodology/approachData are derived from a survey conducted among 169 resale website customers in the USA. Structural equation modeling (using SmartPLS software) is used to examine the hypothesized relationships.FindingsResults show that epistemic benefits mostly serve to create positive attitudes, followed by economic and functional benefits. However, emotional and social benefits from purchase experience with resale websites fail to influence customers' positive attitudes.Research limitations/implicationsThe main limitation of the study lies in the generalizability of findings given that the results and conclusions are based on the study of a single industry. More studies would help to provide a deeper understanding of sustainable consumption across different types of product categories.Originality/valueThis study shows that customers' positive attitudes increase their intention to repurchase from resale websites, suggesting an area of opportunity for resale service providers to design websites to facilitate customer self-expression, to reinforce economic efficiency and to highlight the performance of products and services.</jats:sec

CSR perception and revisit intention: the roles of trust and commitment

PurposeAlthough corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention varies depending on mediators and contexts. Thus, this study aims to examine how hotel companies can effectively influence customers' patronage behaviors by leveraging overall customers' CSR perception, trust and commitment.Design/methodology/approachFor this purpose, an online survey is conducted among hotel customers in the USA. Partial least squares–structural equation modeling is utilized to analyze the collected data.FindingsThe results show that customers' perception toward CSR does not have a direct effect on customers' revisit intention. Interestingly, the authors find that customers' perception influences their revisit intention only via increasing trust and commitment. Also, trust appears to be highly critical for positive behavioral outcomes than commitment.Research limitations/implicationsThe limitations of the current research are that the different types of CSR activities and customers' demographics were not compared.Practical implicationsCustomers' revisit intention is created when hotel companies provide not only CSR initiatives but also customers' perceived connection with the hotel brand.Originality/valueTourism and hospitality companies have focused on CSR activities because CSR activities are influential strategies to attract customers who want meaningful, responsible and sustainable experiences. By applying the cognitive consistency theory, the results of this study indicate that hotel companies can successfully use CSR activities to develop customers' revisit intention by enhancing their relational value.</jats:sec

The effects of cruise attributes on impulse buying behavior: the mediating role of impulsive buying tendency

Purpose This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency. Design/methodology/approach Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior. Findings The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying. Originality/value Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior. </jats:sec