The Effect of Green Certificates on the Purchasing Decisions of Online Customers in Green Hotels: A Case Study from Saudi Arabia

Customers are becoming more concerned about the use of green practices in the hotel industry. Managers are therefore starting to recognise the significance of green practices for clients’ purchasing decisions and levels of satisfaction. This study aims to investigate how customers’ decisions to book...

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Bibliographic Details
Published in:Sustainability 2023-04, Vol.15 (7), p.5892
Main Authors: Qubbaj, Abdullah Isam, Peiró-Signes, Angel, Najjar, Mohammad
Format: Article
Language:English
Subjects:
Analysis
Behavior
Brand image
Case studies
Certificates
Consumers
Corporate image
Cost control
Customer relations
Customers
Decisions
Environmental impact
Green buildings
Green market
Hospitality industry
Hotels
Hotels & motels
Hotels and motels
Medicine
Practice
Purchasing
Saudi Arabia
Social responsibility
Sustainability
Tourism
United Kingdom
Willingness to pay
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Summary:Customers are becoming more concerned about the use of green practices in the hotel industry. Managers are therefore starting to recognise the significance of green practices for clients’ purchasing decisions and levels of satisfaction. This study aims to investigate how customers’ decisions to book green hotels online and make purchases are impacted by green certificates. Two variables, namely the intentions to return and to pay a premium price, are used to measure customer satisfaction and purchasing behaviour towards green hotels. SmartPLS has been employed to analyse data gathered from 161 individuals from two hotels in Saudi Arabia. The results suggest that green certifications, environmental considerations, and green brand perception have a significant impact on online customers’ satisfaction and purchase choices in the hotel sector. This paper provides a comprehensive framework that illustrates the connection between hotels’ aspirations towards environmental concerns and customers’ willingness to revisit and pay a premium price.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15075892