Marketing for sustainability: Travellers’ intentions to stay in green hotels

Abstract

The study proposes a conceptual model to investigate the relationship between values, perceived trust, voluntary reduction tourist eco-behaviours, PCE, and the intention for staying in green hotels. A survey on 266 respondents and statistical measures using SEM was used to analyse the data. The study examines whether PCE has a mediating relationship between values, eco-behaviour, trust, and intention to stay in green hotels, as well as a direct relationship. Furthermore, it also examines whether both voluntary reduction travel behaviour (which we call eco-behaviour) and perceived trust (i.e. trust) in green hotels act as mediator between values and intention to stay at green hotels. The findings are anticipated to shed some light on how Values, Eco-behaviours, PCE and Trusts are related, and together, these two objectives offer important insights for marketing practitioners.

Keywords

Eco-label attractiveness for green hotels green hotels PCE trust voluntary reduction behaviours willingness to pay

Introduction

Sustainability has emerged as the dominant practical and operational challenge facing tourism today (Jørgensen and McKercher, 2019) and is considered as a critical issue facing this industry (Han et al., 2017). Within the hotel industry, the sustainability discourse emerged in the early 1990s and continues to be widespread (Kim et al., 2018). Even though many consumers have expressed a willingness to stay in green hotels (Ogbeide, 2012), yet, the growing complexities with sustainability appear to question both, a green hotel’s attraction to tourists (Tsai and Tsai, 2008) and the ongoing concern for developing astute marketing strategies for green firms (Wong et al., 1996).

The research question investigates, whether there is a relationship between environmental values that are nature-related (thereafter values), perceived trust in green hotels, voluntary reduction tourist eco-behaviour (hereafter VRB), perceived consumer effectiveness (thereafter PCE) and the intention to stay in green hotels? This article uses more specific green behaviour (such as VRB), environmental values (more specifically nature-related), Perceived Trusts (trust in green hotels), rather than generalized green behaviour and proposes a conceptual model that explains the relationship among these variables. The mediated roles of various variables are also examined. The findings are anticipated to shed some light on how Values, Eco-behaviours (VRB), PCE and Trusts are related and offer important insights for marketing practitioners.

Conceptual framework

Some explanation on hotels in line with sustainability has been investigated (see Kang et al., 2015; Saura et al., 2018) and it is not surprising to find that sustainability of hotels are studied within many domains, yet examining complex interactions of many specific influencing factors that impact consumer’s intention to stay at green hotels is limited. While this literature shows that scholars have increasingly recognized sustainable practices and environmentally supportive behaviour, these contributions have opened further research opportunities. Factors regarding consumers who perceive voluntary reduction tourist eco-behaviours, more specifically within the travel context, or for that matter, other specific values such as nature-related values and perceived trust regarding a green hotel that would drive intention to stay in green hotels, are rarely considered together. Equally, how would perceived consumer effectiveness influence intentions to stay in green hotels remains limited in the literature. It is also imperative to understand consumers’ behavioural intentions for residing at green hotels to increase their stay at these hotels (Choi et al., 2015). These variables can together provide useful insights required for consumer researchers and marketing practitioners to make appropriate decisions for increasing intention to stay in green hotels. The findings will help improve the scholarship within this progressively important domain of tourism accommodation, enhance the planning of sustainable marketing strategies, and achieve a higher-level attraction for potential consumer markets of the future. Drawing on the above discussion, this study discusses the following hypotheses.

Hypothesis development

Green Hotels Association has been adding long-term value to this industry by instituting programmes that are environmentally sound since its inception in 1993. Regardless of institutional pressure, consumers themselves are driving this green demand and related customer satisfaction (Manaktola and Jauhari, 2007). Surveys have also revealed that 90% of hotel guests would prefer to stay in a hotel that cares about the environment (Mensah, 2004). Many consumers have succumbed to positive responses regarding their intention to stay at green hotels. For instance, Lee et al. (2010) findings show that cognitive image elements such as value and quality attributes can yield a positive influence on a hotel’s affective, overall green image and intentions to stay at a green hotel.

Other similar findings in a varying context that include antecedents of the theory of planned behaviour model were found to positively influence intention to stay in green hotels (Chen and Tung, 2014; Teng, 2011; Verma and Chandra, 2018; Wang et al., 2018; Yarimoglu and Gunay, 2020). More recently, Teng et al. (2018), extended their study towards environmental value and low-carbon knowledge and found that there is a positive association on perceived value of green hotels, resulting in a positive influence on consumers’ behavioural intention to stay in green hotels. Green image, satisfaction and trust have all been found to positively relate to intention to recommend green hotels (Wang et al., 2018). Biospheric values influence consumer’s willingness to sacrifice for the environment was shown to positively affect behavioural intention to visit (Rahman and Reynolds, 2016).

While many have found the (TPB) model favourable for supporting consumers’ intentions to visit a green hotel, others found that when TPB theory compared with VBN theory ignored moral considerations (Kaiser et al., 2005) and thus Choi et al (2015) used the original values, beliefs and norms model to incorporate subjective norms and green trust for understanding intentions to visit a green hotel. Han (2015) has merged VBN and TPB theorizing into one theoretical framework and identified the principal role of awareness of the consequences and the normative process in generating intention (Han and Yoon, 2015).

Not all researchers share the same opinion, even though consumers may engage in green practices, they don’t find it necessary to stay at green hotels (Baker et al., 2014). While others point out the adverse impacts on the comfort and luxury aspects of the hospitality experience (Barber and Deale, 2014). These contradictions open further avenues for research to understand the antecedents impacting consumers’ behaviour and their intention to stay at green hotels (Barber and Deale, 2014; Griskevicius et al., 2010). Drawing on the previous studies, the present study aims to identify a robust framework and whether values, voluntary reduction behaviour, trust and PCE also play as important antecedents of behavioural intention to stay in green hotels.

Since this study seeks to incorporate and see if the theoretical variables used in various perspectives positively influence the intention of staying in green hotels, the variables are adopted from the literature. These variables include voluntary reduction tourist eco-behaviours (Haq et al., 2008; Mair, 2011; McKercher et al., 2010), Perceived Consumer Effectiveness, which is a highly significant measure of ecologically conscious consumer behaviour (see Dagher and Itani, 2014; Ellen et al., 1991; Kim and Choi 2005; Kinnear et al., 1974), Perceived Trust in green hotels (Aras and Crowther, 2007; Owen and Videras 2008; Ponnapureddy et al., 2017) and nature-related values (Nisbet et al., 2009). The aim of this article is significant as it shows that some of these variables were known to impact green behaviour. It tests whether PCE has a mediating relationship between values, eco-behaviour, trust, and intention to stay in green hotels, as well as direct relationships. Furthermore, it also examines whether both voluntary reduction travel behaviour (which we call eco-behaviour) and perceived trust (i.e. trust) in green hotels act as mediators between values and intention to stay at green hotels.

Values (nature-related environmental values)

To inform our understanding of values, we examine the model discussed by Kennedy et al. (2009) which will help to explain a consumer’s buying behaviour in a manner that is consistent with their values for the environment. Latif et al. (2012) believe that ecological values, environmental beliefs, and environmental attitudes are all values that define what a primitive belief is in social psychology. Drawing on the work of Stern et al. (1995), who propose that there is a human relationship with the earth and natural environment, these primitive beliefs form the inner core of our belief system which can shape our values.

We endorse perspectives from Dutcher et al. (2007) on connectivity with nature as a measure of environmental values, who suggest that inclusion with nature can be a reasonable theoretical estimate in conceptualizing and measuring environmental values. Dutcher et al. (2007) premise their argument around the work of Schwartz (1994) who contends that human values can be shared along two dimensions; one of them being values such as unity with nature. Similarly, Merchant (1992) built her work on Schwartz substantiating three value orientations (homocentric, eco-centric and egocentric), and involving concern about the environment as one of the values. In support Stern et al. (1993, 1995) developed a multilateral classification of values and included biospheric as one of the values. Values are found to be enduring and they precede beliefs and attitudes to direct their formation (Rokeach, 1973; Schwartz and Bilsky, 1987). Similarly, specific beliefs also precede intentions and behaviour (Dietz et al., 1998; Stern et al., 1995). Furthermore, luxury-based trade-offs associated with staying in green hotels found that the connection between environmental values and sustainable hospitality behaviour is non-existent and that while green hotels are less luxurious, this translates to negative attitudes towards green hotels, specifically in metropolitan destinations (Line and Hanks, 2016).

Biospheric values are found to be related to pro-environmental or eco-behaviour (Ruepert, et al., 2017). Biospheric was the most important value type for explaining eco-behaviour (Katz-Gerro et al., 2017). Self-transcendent values have been found to support environmentally friendly behaviour (de Groot and Steg, 2009; Schultz et al., 2005; Stern et al., 1999). One rationale for the value-behaviour gap is that some behaviour can be a more typical representation of a specific value than others (Maio et al., 2001). Büchs (2017), research regarding the value-action gap identified that self-transcendence values, more particularly expressed as biospheric can activate eco-behaviour (Schwartz, 1977; Stern et al., 1999) and can be seen as a conduit for behaviour. These consumers feel a moral imperative to act. Their research concludes that values remain important for understanding and supporting low-carbon behaviour. Individuals holding green values in terms of preserving the environment are more than likely to allow for the inconvenience in their attempts to lead a green lifestyle (Gilg et al. 2005).

Stern and Dietz’s (1994) Value-Belief Norm theory of environmental concern shows personal values as an important antecedent of environmentally responsible behaviour. VBN theory examines green behaviour by taking into consideration many factors that are critical to environmental values (Stern, 2000). Other research has shown that biospheric values adopt green behaviour about perceived costs and benefits to the ecosystem and biosphere as a whole (De Groot and Steg, 2008). This shows that if consumers benefits exceed costs then consumers with a biospheric orientation are likely to respond to eco-behaviours (Choi et al., 2008). Verma et al. (2019) found that biospheric values have a significant and positive indirect effect on green hotel intention to stay through attitudes. The perceived value of green hotels was found to positively affect consumers’ behavioural intention to stay in green hotels (Teng et al., 2018). Similarly, the green perceived value was shown to positively affect consumers’ purchase intentions to revisit green hotels (Trang et al., 2019).

Consumer values can serve both personal and social interests and provide the foundation for their motivations (Hofstede and Bond, 1984). Thus, if PCE influences green consumer behaviour, then when consumers intend to make an impact through their purchases, their choices are motivated by their values (Wesley et al., 2012). Teng et al. (2018) found that environmental value and low-carbon knowledge showed a positive relationship on the perceived value of green hotels, also positively affecting consumers’ behavioural intention to stay in green hotels. There is also a relationship between values and environmental behaviours (e.g., see Fransson and Gärling, 1999; Schultz, 2001). Environmental values can be regarded as important antecedents of environmental behaviour (Stern, 2000) and thus can influence specific environmental beliefs held by individuals (Stern et al., 1995).

The aforementioned discourse suggests that consumer values towards nature have a positive influence on PCE and environmental behaviour. It would also be useful to identify whether voluntary behaviours and perceived trust in green hotels can mediate or influence values and intentions to stay in green hotels. Based on the above discourse, we propose the following hypotheses:

H1a Consumer values (nature-related) have a positive influence on PCE.

H1b Consumer values (nature-related) have a positive indirect influence on the intention to stay at green hotels, mediated by a positive effect on PCE.

Regardless of the significance of values in the literature, it is uncertain as to which type of value orientation endures a determining role in diverse kinds of eco-behaviours (Nguyen et al., 2016). Voluntary reduction tourist eco-behaviours are eco-behaviours related to tourism. Equally, biospheric values or nature-related can be useful in justifying eco-behaviours (Steg and De Groot, 2012). Arguably consumers who have a strong affiliation towards biospheric value are likely to support strong human nature harmony and are more positively inclined towards environmental protection, thus, influencing their intentions to involve in pro-environmental actions and eco-intentional behaviours (Yadav et al., 2019). Following this discourse, the hypothesis is proposed as follows:

H1c Consumer values (nature-related) have a positive indirect influence on the intention to stay at green hotels, mediated by a positive effect on voluntary reduction tourist eco-behaviours.

A strong value delivery facilitates a strong trust-based consumer-brand (Gupta et al., 2019). Research shows that having a high level of concern for the environment such as biospheric value and a greater level of well-being resolved in having more trust in the environment as compared to lower levels of environmental concern (Ojala, 2005; Yadav et al., 2019). Perceived value and trust were found to have a direct positive association (Harris and Goode, 2004, Singh and Sirdeshmukh, 2000). Research has shown relationships between values and trust in the area of management (Ford et al., 2012; Vaske et al., 2007). A study that examined Schwartz’s (1992) values found that values were positively correlated with institutional trust (Devos et al., 2002). Trust also has a positive effect on behavioural outcomes (Martínez and Rodríguez del Bosque, 2013).

Within the hospitality context of services, it is the value delivery that encourages a strong trust-based consumer-brand relationship (Barsky and Nash, 2002). Values that are nature-related can also lead to intentions to stay at green hotels. Results have shown that while consumer’s belief regarding green hotels are less luxurious and reflects unfavourable attitudes towards green hotels in urban tourism destination, this relationship does not arise in nature-based tourism destination (Line and Hanks, 2016). Building trusting beliefs and relationships are also important for future customer decision (Barsky and Nash, 2002; Keng et al., 2007). Trust is often seen as a mediator to behavioural intention (Lee and See, 2004). Furthermore, trust has a positive effect on the intention to visit a green hotel (Choi et al., 2015). The biospheric value was also found to positively influence travelers’ trust towards green hotels (Yadav et al., 2019). Thus, we propose:

H1d Consumer values (nature-related) have a positive indirect influence on the intention to stay at green hotels, mediated by a positive effect on perceived trust in green hotels.

Voluntary reduction tourist eco-behaviours (VRB)

VRB underpins pro-environmental behaviour and can be considered as a combination of self-interest and/or concern for the environment (Bamberg and Möser, 2007). Some researchers have explored young travellers’ views on the biospheric value, environmental concerns, and the moral norms to engage voluntarily in sustainable travel behaviours (Han et al., 2017). While others believe there is no supporting evidence to show that tourists are willing to voluntarily change travel behaviour, regardless of climate change and greenhouse gas emissions concerns (Becken, 2007; Scott, 2011; Weaver, 2011). Yet, some studies have examined residents’ attitudes to tourism and climate change to demonstrate their willingness to voluntarily modify travel behaviours for reducing the impact on the environment (McKercher et al., 2010). Steg and Vlek (2009), identified that the Value-Belief-Norm (VBN) theory was successful in supporting low-cost environmental behaviour. Even though there is the support that green issues are not likely to be a key motivator (Hjalager, 2000), we are of the view that if consumers are motivated to voluntary reduce their behaviour for environmental reasons, this can also impact their intention to stay in green hotels and thus, we propose:

H2a Voluntary reduction tourist eco-behaviours have a positive influence on the intention to stay at a green hotel.

H2b Voluntary reduction tourist eco-behaviours have a positive indirect influence on the intention to stay at a green hotel, mediated by PCE.

Perceived consumer effectiveness (PCE)

More recently, authors have used the theory of planned behaviour to predict consumer’s intention to visit green hotels (Verma and Chandra, 2018). While others used the theory of planned behaviour to examine perceived consumer effectiveness and environmental concern, indicating positive influences on the intention of consumers to visit green hotels (Wang et al., 2018). PCE is a significant factor that impacts each stage of the buying decision-making procedure (e.g., Roberts, 1996; Straughan and Roberts, 1999) and thus it is increasingly considered as an antecedent within many studies. Some studies have considered it as a moderator informing purchase intention (Han et al., 2009), while others have found it significant as a mediator (Lee and Lee, 2016; Sharma and Sharma, 2017) and therefore, we also hypothesize that PCE acts as a mediator between values, eco-behaviour, trust and intention to stay in a green hotel.

PCE ascribes specifically to predict certain pro-environmental behaviour (Ellen et al., 1991; Kinnear et al., 1974). Initial observations by Kinnear et al. (1974) show that PCE was theorized and measured as the extent to which the consumer believes that their actions can make a difference. According to the literature, PCE can be effective in many ways; for instance, PCE is reported to potentially function as more than just a direct predictor of behaviour (Berger and Corbin, 1992). While it is evident that differences in PCE are associated with differences in demographics (Ellen et al., 1991), researchers have found that PCE is an essential construct for explaining the relationship between environmental attitudes and PCE (Berger and Corbin, 1992) and that greater perceived knowledge will be associated with higher levels of PCE (Ellen et al., 1991).

It is believed that those who give high priority to solving environmental problems should act on their concerns (Ellen et al., 1991). Similarly, others have identified PCE as a critical factor for explaining environmental behaviour as it is the measure of an individual’s judgement of their ability to affect environmental changes (Roberts, 1996). For example, Roberts (1996) suggests that if consumers feel they can bring about change due to their actions, they are more likely to consider the social impact of their purchase behaviours. Furthermore, previous studies have shown that PCE positively affected environmental interests (Allen, 1982; Ellen et al., 1991; Kinnear et al., 1974). This means that PCE can be a significant variable influencing purchase intentions (Park, 2015). Thus, we propose the following:

H3: PCE has a positive influence on the intention to stay in a green hotel

Perceived trust

Perceived trust is not merely trust but can ‘help build the foundation for the development of trust as they precede and determine trusting intentions’ (Mayer et al., 1995: 725). Several authors have projected a relationship among consumers’ trust and their intentions to book a sustainable hotel (Ponnapureddy et al., 2017). Trust can be regarded as a belief about others’ behaviour in transactions, or it can be regarded as an inclination to rely on someone or something (Moorman et al., 1993). Researchers also assert that trust is critical for the marketing of green products and services, as consumers believe that producers and other third parties function in a way that matches the sustainable qualities of their products and services (Bonn et al., 2016; Chard et al., 2013).

Similarly, while trust is regarded as the most important factor in creating and maintaining positive relationships between suppliers and consumers (Handfield and Bechtel 2002), trust is also relevant when organizations want to influence consumers’ attitudes and behaviours (Berry, 1995; Bonn et al., 2016;). Ponnapureddy et al. (2017) argued that trust perception and socio-demographic characteristics influenced the intention to book hotels. To reduce the environmental values and behaviour gap, Kennedy et al. (2009), suggested that advertising and marketing should be utilized effectively for increasing awareness and beliefs. These beliefs are a prerequisite for trust. Consumers have a choice to trust or not to trust the claims that hotels make regarding sustainability. Under uncertainty, trust facilitates decisions, and if travellers trust the source of the advertising claim, they are more likely to believe the credibility of the claim (Atkinson and Rosenthal, 2014).

Green hotels use labels or certifications as advertising or promotion methods to support their sustainable initiatives (Peiro-Signes et al., 2014). It is also clear that claims which include some substantiation of green attributes appear to be more compelling and trustworthy than the less substantiated claims (Atkinson and Rosenthal, 2014). This shows that the consideration of perceived trust is important for appraising green hotel behaviour when a hotel advertises green promotional messages. Furthermore, consumers with high PCE also purchased green products when they trusted those green products (Moon and Lee, 2012). Thus, we propose the following hypothesis:

H4a: Perceived trust in green hotels has a positive influence on the intention to stay in a green hotel

H4b: Perceived trust in green hotels has a positive indirect influence on the intention to stay at a green hotel, mediated by PCE.

Based on the above discussion and hypothesis development a conceptual framework is proposed in Figure 1.

Figure 1.

Conceptual model.

Methodology

This study is a part of a larger project. The study uses structural equation modelling SPSS (AMOS 25) to analyse the data. The researchers hired a professional market research company to conduct a survey that also included a pre-test questionnaire. The pilot study pretested the instrument on many respondents (Baker, 1994) to ensure the clarity and the sequence of the questions (De Vaus, 1993). The data for this study were collected from a national Australian online survey of 266 respondents sourced using a commercial online panel operator. Table 1 shows the demographic profiles of the sample. The respondents were located across all Australian states and territories, approximately in proportion to their share of the national population. Most of the respondents came from the state of New South Wales (NSW), followed by Victoria and Queensland, with the rest of the respondents were from the remaining states of Australia.

Table 1.

Demographics.

Gender	Per cent
Male	46
Female	54
State
NSW	33
VIC	27
QLD	20
SA	7
WA	9
ACT	1
TAS	2
NT	1
Employment
Employed full time	31
Employed part-time	18
Self employed	4
Unemployed	5
Retired	23
Student	5
Homemaker	12
Other	2
Annual Income
$0–$24,000	23
$25,000–$49,000	31
$50,000–$74,000	18
$75,000–$99,000	9
$100,000 or greater	8
Prefer not to say	11
Education
High school	31
TAFE/Technical certificate or diploma	34
University degree	23
Post-graduate degree or higher	11
Other (please specify)	1

The sample consisted of 46% males and 54% females. The age groups varied from the younger to the older generation. In terms of education, the sample population showed that many of the respondents had either a TAFE/technical certificate or a diploma (34%) and several had only finished high school (31%). The sample had a few respondents with post-graduate degrees or higher (11%) as compared to those that held university degrees (23%). In terms of employment, most of the respondents were employed full time (31%) and some part-time (18%). A small number of respondents reported that they were self-employed (4%), and a few were unemployed (5%). Retirees comprised 23% of the total sample while students (5%), homemakers (12%), and the other categories comprised 2% of the overall category of the employment sample.

The measurement scales were adopted from the literature to ensure content validity. Kennedy et al. (2009), believe that advertising and marketing should be effectively used for increasing awareness and beliefs thus, perceived trust was used to identify belief and trust that was measured using five items, while three items loaded for behavioural intention which was slightly modified with other additional scales, of which some were taken from Ponnapureddy et al. (2017). Similarly, voluntary reduction of tourist eco-behaviours was adopted scales taken from McKercher et al. (2010). Only two of the four items were loaded for PCE, these were taken from Ellen et al. (1991) and Berger and Corbin (1992). Bergkvist and Rossiter (2007) suggest that single items that measure tangible constructs are suitable, while Hayduk and Littvay (2012) also offer their support, proposing that using the best single indicators is often appropriate in SEM models. All measures were assessed using five-point Likert-type scales anchored by strongly disagree = 1 and strongly agree = 5.

A common method variance (CMV) was conducted, as this study involved using a self-reported survey instrument from the same respondent. To mitigate CMV bias precautions were taken, firstly a pilot test was performed for addressing clarity, the responses were anonymous, and questions related to this questionnaire were factual. This allows for more objectivity (Chang et al., 2010). Lastly, we used Harman’s one-factor test to indicate eigenvalues which showed a variance of the first factor accounted for 37%. This is well within the required range of 50% and therefore CMV is not an issue for this study. We checked for Multicollinearity and the tolerance values, which were greater than 0.2 (tolerance levels ranged from 0.8–0.4) and VIF values were less than 5.0. This is above the standard of VIF > 5 and tolerance <0.25 (Fox, 1991).

EFA was conducted using SPSS to identify the underlying factors, as per the procedures proposed by Anderson and Gerbing (1988). An exploratory factor analysis (EFA) tests for data reduction and a consistency check on the survey question was conducted to develop our variables. About 28 items were used, of which only 26 were retained after conducting the confirmatory factor analysis. An inter-item and item to total reliability tests were performed (Churchill, 1979). The study used the maximum likelihood extraction method and Promax rotation with Kaiser normalization. The rotation converged in seven iterations. Together, the factors account for 59.4 per cent of the variance contained within this data. This was followed by using a confirmatory factor analysis (CFA) to test the reliability of the measurement scales. The indicators with low factor loadings squared multiple correlations, and those that loaded on several dimensions as indicated by high modification indexes were deleted (Cheng, 2001). Table 2 shows the reported standardized factor loadings are moderate ranging from (≥.62) to high (.91). The goodness-of-fit statistics of the measurement model indicated that the model fitted the data well (χ² = 308.59; df = 218; CMin/df = 1.41; RMSEA = 0.04; GFI = 0.91, AGFI = 0.88, NFI = 0.93; TLI = 0.97; CFI = 0.98).

Table 2:.

Measurement model.

Voluntary Reduction Tourist Eco-behaviours (AVE 0.48; CR 0.82)
Go to places labelled green	0.718
Not going to energy-inefficient destinations	0.62
Changed your vacation habits because of the environment	0.712
Select accommodation based on its environmental reputation	0.787
Travel less due to environmental considerations	0.627
Intention to Stay in Green Hotel (AVE 0.73; CR 0.94)
In future, I will plan to support sustainable tourism	0.918
I would intend to book a sustainable hotel for my next vacation	0.85
In future, I will try to support sustainable tourism	0.894
I am willing to book a sustainable hotel in the near future	0.91
I am willing to book a sustainable hotel for my next vacation	0.801
Values for Nature (AVE 0.60; CR 0.90)
I always think about how my actions affect the environment	0.755
I am very aware of environmental issues	0.677
I am not separate from nature, but a part of nature	0.693
My connection to nature and the environment is a part of my spirituality	0.854
My relationship to nature is an important part of who I am	0.872
I feel very connected to all living things and the earth	0.805
Perceived Trust (AVE 0.69; CR 0.91)
I suppose the promoted hotel is socially responsible	0.851
I assume that the promoted hotel is following a long-term and farsighted corporate strategy	0.834
I trust that the hotel services are verified by an independent third-party	0.829
I assume that the promoted hotel is protecting the environment	0.806
I assume that the promoted hotel generally acts in a sustainable way	0.834
PCE (AVE 0.63; CR 0.77)
I can protect the environment by buying eco-friendly products	0.851
I feel capable of helping solve the environment problems.	0.834

The average variance extracted for voluntary reduction tourist eco-behaviours was found to be below the recommended level of .05, which is 0.48. Based on the view of Fornell and Larcker (1981) and supported by Lam (2012), the AVE could be seen as a more conservative estimate of the validity of this measurement model. Thus, based on the composite reliability alone, one may ‘conclude that the convergent validity of the construct is adequate, even though more than 50% of the variance is due to error’ (p. 46). Since the composite reliability of all the constructs is more than the prescribed recommendable level (0.6), it can be assumed that the internal reliability of the measurement items is acceptable (Fornell and Larcker, 1981; Huang et al., 2013). Discriminant validity was also established as the maximum shared variance (square of the correlation) of any pair of correlated variables was lower than the variance explained by any of the two variables.

The correlations between the five variables shown in Table 3 are significant (p < .001) and in the expected directions. Perceived trust-related positively to intention to stay (r = .72), values (r = 0.45), VRB (r = .44) and PCE (r = .18). Table 3 demonstrates variable correlations, indicating that between the five variables all correlations were significant (p < .001) and in the expected directions.

Table 3.

Correlations.

	PR	IB	Values	VRB	PCE
Perceived Trust	1
Intention to Book	.72**	1
Values	.45**	.54**	1
VRB	.44**	.62**	.68**	1
PCE	.18**	.33**	.36**	.20**	1

Note. ^***p < .001; ^**p < .01.

A structural equation analysis is conducted in Table 4 to assess the effect of the extracted dimensions. The measures show an adequate representation of the data proposed by the factor structure. The model is a good fit (χ² = 1.406, with df = 1, p > .05 (.236). The significance of χ ² is believed to be a stringent test of model fit with a non-significant χ ² showing the model fit indices are indicative of a good fit between the model and the data (Barrett, 2007; Bollen, 1989). The fit of the proposed model was very satisfactory, with GFI = .99, CFI = .99, AGFI = .96, NFI = .99, RMSEA = .03 and RMR = .005.

Table 4.

Path analysis (standardized and unstandardized regression coefficients).

			Std. R.C	Unstd. R.C.	S.E.	C.R.
Values	→	VRB	0.77	0.72	0.03	20.12***
Values	→	Trust	0.46	0.48	0.05	8.42***
VRB	→	PCE	−0.34	−0.47	0.13	−3.62***
Values	→	PCE	0.47	0.6	0.12	5.00***
Trust	→	PCE	0.04	0.05	0.08	0.63
Trust	→	Intention	0.52	0.62	0.04	14.11***
VRB	→	Intention	0.42	0.57	0.05	11.47***
PCE	→	Intention	0.13	0.13	0.03	4.00***

Note. ^***p < .001.

The regression coefficients of the empirical model (Table 3) show that environmental values (nature-related) had a direct positive effect on voluntary reduction tourist eco-behaviours (β = .77 p < .001), thus hypothesis H1a is supported. Similarly, voluntary reduction tourist eco-behaviours were also found to significantly mediates values and intention, supporting H1c. Values had a direct positive influence on perceived trust (β = .46, p < .001), the path from trust to intention to stay at green hotels was found to be significant, and thus hypothesis H1d is supported. This suggests that there is a mediating association of trust between values and intention to stay at green hotels.

Voluntary reduction tourist eco-behaviours have a direct negative influence on PCE, rather than a positive influence as per our hypothesis (H2b) (β = −0.34, p = .001). The findings also demonstrates that values had direct positive influence on PCE (β = .47, p = .001), thus supporting H1b. Perceived trust (β = .52, p < .001), voluntary reduction tourist eco-behaviours (β = .42, p < .001), and PCE, all have a direct positive effect on intention to stay in green hotels (β = .13, p < .001), thus H4a, H2a, and H3 are all supported.

In Table 5, the research also considered the indirect effects that were computed with SPSS AMOS 26 by mediation bootstrapping analysis with 95% bias-corrected bootstrap confidence intervals and two-tailed significance using 5,000 bootstrap samples. The proposed indirect effect of values on PCE was mediated by a negative effect for eco-behaviours (H1c) (β_ind. = −.31, SE 0.13, 95% Bootstrap CI [−0.45, −0.04], p < .05). There was a significant indirect effect of values on intention to stay at a green hotel, mediated by PCE (H1b) (β_ind. = .76, SE 0.06, 95% Bootstrap CI [0.51, 0.68], p < .001). There was no significant indirect effect of trust on the intention to stay at a green hotel, mediated by PCE (H4b) (β_ind. = .007, SE 0.013, 95% Bootstrap CI [−0.014, 0.03], p = .527). There was a significant indirect effect of pro-environmental voluntary reduction tourist eco-behaviours on the intention to stay at a green hotel, mediated by PCE (H2b) (β_ind. = −.062, SE 0.027, 95% Bootstrap CI [−0.098, −.015], p = .001).

Table 5.

Bootstrapping analysis of indirect effects.


DV	Nature-related values	Trust	VRB
PCE	.014^**, [−.45, −.04]
BI	.000^***, [.51, .68]	.52, [−.01, .03]	.001^**, [−.09, −.01]

Note. ^***p < .001; ^**p < .01, DV = dependent variables, IV = independent variables, standardized indirect effects, 5.000 bootstrap samples with bias-corrected confidence intervals (in brackets) and two-tailed bias-corrected significance (p).

The examination of the standardized total effects of model in Table 6 shows that nature-related values in trust, voluntary reduction behaviours, PCE and BI were significant. Similarly, trust had a significant total effect on behavioural intention; voluntary reduction behaviours had a significant total effect on PCE and behavioural intention and PCE had a significant total effect on BI. The R-square explained approximately 21 per cent of the variance in for trust; 60 per cent of the variance voluntary reduction behaviours; 9 per cent variance in PCE and 71 per cent of the variance in behavioural intention.

Table 6.

Bootstrapping analysis of Total effects.

		IV
DV	Nature-related values	Trust	VRB	PCE
Trust	.000^***, [.33, .57]	…	…	…
VRB	.000^***, [.71, .82]	…	…	…
PCE	.004^** [.07, .38]	…	.001^**, [−.10, −.58]	…
BI	.000^***, [.51, .68]	.000^***, [.43, .62]	.000^***, [.29, .47]	.000^***, [.06, .20]

Discussions

This study reveals a richer understanding of intending to stay in green hotels by showing how environmental values (nature-related), voluntary reduction tourist eco-behaviours, perceived trust and PCE drive intentions, as well as how they relate to each other. The conceptual model was developed and showed that values towards nature had a positive influence on PCE (H1a). Similarly, values were also shown to have a positive indirect influence on the intention to stay at green hotels and mediated by PCE, thus (H1b) and (H3) were also significant. This is supportive of other studies that found PCE and the intention to visit green hotels are positive and significant (Wang et al., 2018).

With two of the hypotheses (H1a and H3), PCE had a direct effect and showed a positive significance. While PCE had an indirect effect in three of the hypotheses (H1b, H2b, H4b), of which H4b was not significant. In turn, this research also showed that with hypothesis 3-PCE has a positive influence on the intention to stay in a green hotel. This is supportive of several other studies that found PCE to influence socially sustainable consumption behaviours (Kim and Choi, 2005; Vermeir and Verbeke, 2008; Webb et al., 2008). Previous studies have shown that intention and behaviour are affected when individuals believe/do not believe their behaviours would lead to the likely action (Ellen et al., 1991). This reflects that consumers who are strong in nature-related values are likely to have higher self-efficacy in solving environmental problems than those who are less likely. The results show that PCE plays a critical mediating role between voluntary reduction tourist eco-behaviours, values, and the intention to stay in green hotels. Theoretically, the approach used in this study is similar to several previous studies that examined the role of PCE as a mediating relationship (Saleem et al., 2018; Sharma and Dayal, 2016). These findings seem to reflect the exceptional characteristic of PCE. That is, even though consumers have values that are nature related, they need sufficient support to make a difference.

Perceived trust in this research was not significant concerning PCE. However, there was a significant direct relationship with the intention to stay at a green hotel (H4a). This is consistent with the findings of Choi et al. (2015). It is an interesting finding that should be exploited by marketing practitioners, as trust lends itself through the willingness to accept uncertainty and risk (Martínez and Rodríguez del Bosque, 2013). Advertising claims should be factual, credible and the use of eco-labels or other certifications should be used to promote green hotels that consumers place their trust in.

Similar to McKercher et al. (2010) and based on this study’s mean values for voluntary reduction tourist eco-behaviours, it shows that not all tourists are keen to voluntarily change or appear to amend their behaviours. Voluntary approaches can foster purposeful, determined, and lasting choices and the motivation should come from within (Haq et al., 2008). It is often regarded that consumers endorse values based on their actions (Osbaldiston and Sheldon, 2003).

Similarly, Mair’s (2011) showed that a low number of travellers with eco-centric attitudes had purchased voluntary carbon offsets and while there was a positive influence on intention to stay in green hotels, the influence with PCE was negative. In other words, this suggests that consumers have more confidence in their voluntary reduction tourist eco-behaviours ability to support the environment but lesser confidence in their ability to make a difference. This also calls for overall regulatory support from governments to incentivize hotels in environmental control.

Implications for practitioners

The findings of our study provide an important turning point for hotel managers in terms of not only understanding consumers’ needs for accommodation but also their intention to stay at green hotels. These findings also have certain practical implications for marketing and managing green hotels. Since prior research has evidenced that PCE has a significant influence on consumers’ purchase intentions, green hotels should develop their service offerings based on the consumers’ PCE by showing how their behaviours can be translated into actions. Environmental reporting and other publicly available materials should emphasize a hotel’s role by incorporating the best environmental practices. Practitioners should also attempt to profile nature-related consumer values, these green consumer profiles assist in targeting and segmenting consumers to set proper strategies (D’Souza et al., 2007).

Hotels that are promoted as green can be recognized through eco-labels or certifications to indicate their levels of sustainability (Peiro-Signes et al., 2014), and therefore, the third party endorsed claims backed by evidence or eco-labels can be used to promote green hotels as consumers would be more receptive to these messages. Our research showed that there is a mediating association of trust between values and intention to stay at green hotels. This opens questions for practitioners to identify environmental practices regarding green hotels that will be preferred and trusted by consumers. Eco-labels help consumers make informed decisions. As trust dominates significant relationships, to assure higher trust towards eco-labels, manufacturers can use electronic tags to deliver further independent information about their environmental impacts (Kwak et al., 2020). Furthermore, understanding consumers’ values and relating them to eco-labels can increase awareness and sensitiveness which in essence can create a ‘virtuous circle’ that stimulates and encourage consumers to buy products that hold an eco-label (Testa et al., 2015).

More credible marketing mix messages on demonstrating how hotels have alleviated their environmental issues should also be promoted. Voluntary reduction tourist eco-behaviours were found to have a direct negative influence on PCE, rather than a positive influence. Thus, green hotels should focus more on persuading consumers to understand their behavioural actions and educate them on how they can make a difference to the environment even at the individual level. Marketing efforts should be undertaken to strengthen communication efficacy between those segments that are not contributing to voluntary reduction behaviours.

The impact of green practices assists practitioners to distinguish themselves from other hoteliers that are not green and in many cases give them a competitive advantage. In the EU green hotels contribute significantly to the formation of a guest’s positive behavioural intention (Preziosi et al., 2019) and hence Australian Hotels should never underestimate the power of sustainability.

Limitations and conclusions

The limitations of the study include the use of cross-sectional data, which means testing for causality cannot be done. Furthermore, self-reported measures often result in social desirability bias and need to be interpreted with caution. Apart from the financial factors, there are other factors related to the choice of travel, such as flexibility, luxury, convenience, relaxation, a sense of freedom, comfort and ‘no stress’ (Anable and Gatersleben, 2005). This study has not considered these other measures that are useful for influencing sustainable behaviours with regards to the intention of staying in green hotels. Future research should expand or validate this model. The main intention was to understand the influences on values for PCE, Perceived Trust and Voluntary Reduction Tourist Eco-Behaviours, meaning other factors were not considered. It would be useful to also include barriers that would attempt to increase the explanatory power of the model (Stern, 2000). Similarly, this research attempted to identify a niche market, and further research should be undertaken to identify this distinct market, while hotels should use the insights provided in this research to strengthen their marketing efforts to capture new demographic market trends. Although this research represents a new and interesting research direction, care should be taken to not generalize the results. Future research should consider psychographic characteristics that could be introduced to further test segmentation strategies. Advertising and other marketing efforts used by hotels should also be aligned with tourism for sustainable development goals set by the UN, indicating travellers well-being for green intentions and desire to protect the planet.

Footnotes

Declaration of conflicting interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

ORCID iDs

Clare D’Souza

Anne Renée Brouwer

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