Consumer adoption of green hotels: understanding the role of value, innovation, and involvement

ABSTRACT

Escalating environmental concerns have increased consumer interest in green consumption, and many hotels have embarked on a green transformation to accommodate this growing public sentiment. However, many consumers remain skeptical about green hotels. This research aims to shed light on consumer adoption of green hotels using value theory and diffusion of innovation theory. A structural equation modeling analysis is conducted on data collected from 332 hotel guests in India. In doing so, this research reveals four significant findings, namely (1) utilitarian value is the most substantial value predictor, followed by biospheric and hedonic values; (2) consumer innovativeness is a stronger innovation predictor than innovation characteristics; (3) consumers with high green involvement are more likely to adopt green hotels than their low green involvement counterparts; and (4) consumer adoption intention is a significant predictor of consumer actual adoption of green hotels. Taken collectively, this research provides valuable insights on consumer responses toward the value and innovation ascribed to green hotels, especially in emerging economies, where sustainability practices remain voluntary rather than mandatory. It also establishes a new theory - i.e., the value and innovation theory of green hotel adoption - that can be adopted (used), adapted (modified), or advanced (extended) in the future.

不断升级的环境问题增加了消费者对绿色消费的兴趣, 许多酒店已经开始进行绿色转型, 以适应这种日益增长的公众情绪. 然而, 许多消费者仍然对绿色酒店持怀疑态度. 本研究旨在运用价值理论和创新扩散理论, 揭示消费者对绿色酒店的采纳. 对印度332名酒店客人的数数进行了结构方程建模分析. 在此过程中, 本研究揭示了四个重要发现, 即 (1) 功利主义价值是最重要的价值预测因子, 其次是生物圈价值和享乐价值; (2) 消费者创新性比创新特征更能预测创新; (3) 绿色参与度高的消费者比绿色参与度低的消费者更倾向于选择绿色酒店; (4) 消费者采用意愿是消费者实际采用绿色酒店的重要预测因素. 本文总结了研究结果对理论和实践的启示, 以及相应的局限性和未来的研究方向. 这项研究强调了消费者对绿色酒店价值和创新的反应, 尤其是在新兴经济体, 在这些经济体, 可持续性实践仍然是自愿的, 而不是强制性的.

KEYWORDS:

• Consumer adoption
• green hotel
• value
• innovation
• involvement

Disclosure statement

No potential conflict of interest was reported by the author(s).