Consumers' Environmental Concerns and Behavior in the Lodging Industry: A Comparison Between the United States and Greece

Keywords

enviornment, green practices, willingness to pay, lodging, Greece, U.S., culture

Abstract

This study utilizes data collected from Greece and the United States to examine consumer attitudes and behavior intentions toward the environmentally responsible practices (ERP) of hotels. Specifically examined is the impact of ERP on consumers' willingness to pay (WTP) for such hotel practices. The results indicate that consumers in both countries were more likely to patronize and demonstrate a strong WTP for hotels that provide ERP. Furthermore, the results reveal thatconsumers in Greece have higher environmental concerns and WTP than those in the United States, confirming that differences in culture and social structure determine a consumer's Green orientation and WTP.

Publication Date

5-28-2009

Original Citation

Choi, G., Parsa, H.G., Segala, M., Putrevu, S. (2009). Consumers' environmental concerns and behavior in the lodging industry: A comparison between the United States and Greece. Journal of Quality Assurance in Hospitality and Tourism. 10(2), 93-112.

Number of Pages

93-112

Document Type

Paper

Language

English

Source Title

Journal of Quality Assurance in Hospitality and Tourism

Volume

10

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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