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Do green awards and certifications matter? Consumers’ perceptions, green behavioral intentions, and economic implications for the hotel industry: A Sri Lankan perspective

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  • Ki-Hoon Lee

    (Griffith University, Australia)

  • Minwoo Lee

    (University of Houston, USA)

  • Nuwan Gunarathne

    (University of Sri Jayewardenepura, Sri Lanka)

Abstract

This study examines the effects of green or eco-friendly certificates and awards on consumers’ perceived value within the hotel industry, and the roles of consumers’ perceived value in predicting satisfaction, intention to revisit, and intention to pay a green premium. The results of partial least squares structural equation modeling analysis from a sample of 250 guests in Sri Lankan hotels showed that our unified model includes a satisfactory level of prediction power to test the hypothesized relationships. Green certificates and green awards positively affect consumers’ perceived value within the hotel industry. The findings also supported the relationship between consumers’ perceived value and satisfaction, intention to revisit, and intention to pay a green premium. The empirical findings in the context of Sri Lanka provide another important insight which confirms the positive effects of green certification and green awards on consumers’ perceived value and behavioral intentions, such as their intention to revisit and to pay a premium.

Suggested Citation

  • Ki-Hoon Lee & Minwoo Lee & Nuwan Gunarathne, 2019. "Do green awards and certifications matter? Consumers’ perceptions, green behavioral intentions, and economic implications for the hotel industry: A Sri Lankan perspective," Tourism Economics, , vol. 25(4), pages 593-612, June.
    • Handle: RePEc:sae:toueco:v:25:y:2019:i:4:p:593-612
    DOI: 10.1177/1354816618810563
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    References listed on IDEAS

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    2. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    3. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    4. Ana Težak Damijanić & Marija Pičuljan & Smiljana Goreta Ban, 2023. "The Role of Pro-Environmental Behavior, Environmental Knowledge, and Eco-Labeling Perception in Relation to Travel Intention in the Hotel Industry," Sustainability, MDPI, vol. 15(13), pages 1-15, June.
    5. Kehinde E Ojo & Susana Ferreira & John Salazar & John Bergstrom & Kyle Maurice Woosnam, 2023. "Recreational travel behavior and COVID-19: Insights from expected utility and the theory of planned behavior," Tourism Economics, , vol. 29(3), pages 643-663, May.
    6. Masaya Ota & Yusuke Sakata & Takao Iijima, 2019. "Fair trade information eliminates the positive brand effect: product choice behavior in Japan," Asian Journal of Sustainability and Social Responsibility, Springer, vol. 4(1), pages 1-14, December.
    7. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    8. Arun T. M. & Puneet Kaur & Stefano Bresciani & Amandeep Dhir, 2021. "What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2637-2655, July.
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