Food Sustainability as a Strategic Value Driver in the Hotel Industry

This paper aims at exploring the impact of green food on consumers’ purchase attitudes toward a hotel stay and on consumers’ behavioral intentions (i.e., intention to visit the hotel, intention to offer positive recommendations to others and willingness to pay a premium price), focusing on an Italia...

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Bibliographic Details
Published in:Sustainability 2018-09, Vol.10 (10), p.3404
Main Authors: Cozzio, Claudia, Bullini Orlandi, Ludovico, Zardini, Alessandro
Format: Article
Language:English
Subjects:
Attitudes
Consumers
Data collection
Factor analysis
Food
Hotels
Hotels & motels
Investigations
Motivation
Multivariate statistical analysis
Polls & surveys
Purchasing
Structural equation modeling
Structural models
Sustainability
Tourism
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Summary:This paper aims at exploring the impact of green food on consumers’ purchase attitudes toward a hotel stay and on consumers’ behavioral intentions (i.e., intention to visit the hotel, intention to offer positive recommendations to others and willingness to pay a premium price), focusing on an Italian perspective where the food is a worldwide famous cultural element. This research employed a survey sent out by email to a database of contacts provided by an Italian company that operates in tourism. Data collection was completed in four weeks and the initial dataset counted 3586 of target respondents. A total of 302 surveys were completed and the data were analyzed through structural equation modeling (SEM). Firstly, an exploratory factor analysis (EFA) was performed, followed by a confirmatory factor analysis (CFA) that leads to the estimation of the structural model. The results show that personal beliefs toward green food are positively associated with respondents’ purchase attitudes toward green food. Moreover, stronger purchase attitudes toward green food lead to more favorable purchase attitudes toward hotels that offer green food, further substantiating the investigation about whether or not consumers’ attitudes employ similar concerns on sustainability for their daily purchases as well as for vacation products and services. In turn, the latter purchase attitudes are positively associated with individual behavioral intentions toward hotels that offer green food.
ISSN:2071-1050
2071-1050
DOI:10.3390/su10103404