Influence of the green certification logo and text on environmental awareness and hotel guests' water-saving behaviour

This study aimed to investigate the influence of having a green certification logo (versus no logo) supplementing with text (versus no text) on hotel guests using water behaviours. Focus group interviews (Study 1) found that hotel guests are aware of common green practices in hotels. A quasi-experim...

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Bibliographic Details
Published in:Journal of travel & tourism marketing 2024-05, Vol.41 (4), p.491-507
Main Authors: Wong, Jose Weng Chou, Lai, Ivan Ka Wai
Format: Article
Language:English
Subjects:
environmental awareness
explicit and implicit messages
Green certification logo
green message
the dual-coding theory
water-saving behavioural intention
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Summary:This study aimed to investigate the influence of having a green certification logo (versus no logo) supplementing with text (versus no text) on hotel guests using water behaviours. Focus group interviews (Study 1) found that hotel guests are aware of common green practices in hotels. A quasi-experimental survey (Study 2) indicated the interaction effect of a green certification logo and text on hotel guests' environmental awareness and water-saving behavioural intention. Another quasi-experimental survey (Study 3) indicated that an explicit green message is more effective than an implicit green message in reducing hotel shower time.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2024.2310763