Green marketing and pro-environment behaviour in hotels

Abstract

This paper aims to explain the formation of pro-environment behaviour in hotels. It starts from the way consumers feel satisfied and do loyalty behaviours in hotels. Further, there are two factors that form the pro-environment behaviour: self-interest and norm-activation. Ajzen's Theory of Planned Behaviour explains more about self-interest factor. An individual behaves pro-environmentally when he/she has enough knowledge, awareness, attitudes, and personal norms of the environmental issues. Norm-activation model is about what the society say about the environment. Those two factors drive individuals to do pro-environment behaviour, as well as to choose hotels or hospitality services. "Green" hotels provide environmentally-friendly services that may fit the value of pro-environmentally consumers. Therefore, pro-environment consumers may choose "green" services and be satisfied with the service of the "green" hotels, and satisfied consumers tend to do loyalty behaviours. Empirical research needs to be done to test this concept. This paper contributes more insight of pro-environment consumer behaviour in hotels and a potential moderating influence of pro-environment behaviour toward the relationship of service quality and company image in determining the hotels choice. Hotel managers may use this concept to understand their customers better and to improve their eco-friendly services.