A stimulus-organism-response perspective to examine green hotel patronage intention
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 30 August 2022
Issue publication date: 26 May 2023
Abstract
Purpose
This study aims to investigate the relationships among monetary cost (stimulus), perceived greenwash fear, attitude and perceived behavioural control (organism-related factors) and green hotel patronage intention (response) using the stimulus-organism-response (S-O-R) model.
Design/methodology/approach
A total of 262 valid questionnaires were collected. Data were collected using the purposive sampling method and tested using the partial least squares (PLS) approach.
Findings
Monetary cost is positively related to only one organism-related factor which is perceived greenwash fear. All organism-related factors are positively related to response, which is green hotel patronage intention. Attitude mediates the relationship between perceived greenwash fear and green hotel patronage intention, as well as perceived behavioural control and green hotel patronage intention.
Research limitations/implications
A longitudinal study can be performed in the future to observe the actual green hotel patronage behaviour of customers.
Practical implications
Green hoteliers should focus on the development of communication strategies to enhance their corporate reputation. Green hoteliers also need to build trust by showing their green initiatives are genuine, identify consumers who are willing to pay more for green hotels and offer promotions with price incentives such as frequency discounts, coupons and rebates to increase interest and trialability.
Originality/value
Few studies have focused on the use of monetary cost as a stimulus in the S-O-R model to predict green hotel patronage intention. This study also tested the mediating effect of attitude, one of the organism-related factors, in the model.
Keywords
Citation
Tan, L.L. (2023), "A stimulus-organism-response perspective to examine green hotel patronage intention", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 6, pp. 1552-1568. https://doi.org/10.1108/APJML-03-2022-0176
Publisher
:Emerald Publishing Limited
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