An empirical model for assessing consumer behaviour towards hotel sustainable practices: a study from emerging economy
ISSN: 1059-5422
Article publication date: 27 December 2022
Issue publication date: 9 January 2023
Abstract
Purpose
Adopting sustainable practices is highly required in hotels. This study aims to assess consumer behaviour towards adopting sustainable practices in hotels. In addition, mediating role of consumer attitude (CAtt) is assessed between consumer awareness (CA) and willingness to pay.
Design/methodology/approach
An empirical study was carried out to analyse the integrative research model of CA, CAtt and willingness to pay premium price (WTPPP) for sustainable practices adoption in five-star hotels in emerging economies. Responses from 447 respondents were collected and analysed. Structural equation modelling was performed using SPSS 21.0.
Findings
The research outcomes indicate the partial mediation of CAtt between CA and WTPPP. Furthermore, consumer satisfaction has been found to have a moderating effect on the relationship between CAtt and willingness to pay a premium price.
Originality/value
The research results add to the literature by analysing prominent factors affecting willingness to pay premium for adopting sustainable practices in five-star hotels.
Keywords
Citation
Sharma, S., Mahajan, A., Virmani, N., Kukreja, G. and Mehta, K. (2023), "An empirical model for assessing consumer behaviour towards hotel sustainable practices: a study from emerging economy", Competitiveness Review, Vol. 33 No. 1, pp. 222-239. https://doi.org/10.1108/CR-10-2021-0137
Publisher
:Emerald Publishing Limited
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