Chen, Annie

Peng, Norman

English

Luxury hotels might hesitate to operate in a more environmentally friendly way because they worry such practices will harm their performance. However, hotels can have a significant impact on the natural environment. Building on protection motivation theory, this study examines consumers’ evaluations of luxury hotels that are becoming more environmentally friendly by investigating the influences of perceived risks (i.e., functional, financial, hedonic, and self-image risks) on consumers’ hesitation and subsequent purchase intentions. Additionally, the moderating effect of consumers’ green hotel knowledge on the influences of perceived risks on hesitation is examined. Questionnaires were completed by 548 participants from Taiwan and revealed that perceived risks can significantly influence hesitation, which can in turn affect purchase intentions. Furthermore, green hotel knowledge moderates the influence of perceived functional and hedonic risks on hesitation. This study’s contributions to the luxury product consumption literature and sustainable tourism studies are discussed

ResearchOnline@GCU

Luxury hotels going green – the antecedents and consequences of consumer hesitation

© 2019, Informa UK Limited, trading as Taylor &amp; Francis Group. The attached document (embargoed until 31/11/2020) is an author produced version of a paper published in JOURNAL OF SUSTAINABLE TOURISM uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it

Roehampton University Research Repository

Luxury hotels going green—The antecedents and consequences of consumer hesitation

https://researchonline.gcu.ac.uk/files/27650749/Hesitation_Main_manuscript_R1_fin2305843009291794196.pdf

Luxury hotels going green – the antecedents and consequences of consumer hesitation

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Roehampton University Research Repository