Influence of brand experience on customer inspiration and pro-environmental intention

Datos Bibliográficos

ID21699215
AutoresJookyung Kwon (0000-0002-6438-5136, University of Houston, autor de correspondencia), Carl A Boger (0000-0002-7342-2656, University of Houston)
Año2021
Volumen24
Número8
Páginas1154-1168
Fecha de publicación2021-04-18
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaCurrent Issues in Tourism (JOURNAL)
Identificadores de la revistaISSN: 1368-3500 • E-ISSN: 1747-7603
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/13683500.2020.1769571
OpenAlexW3030342994
IdiomaEN
Citas recibidas21
Referencias citadas69

This study aims to examine the potential predictors of customers’ pro-environmental intention based on the Stimulus–Organism–Response framework. PLS-SEM was used to tests the hypotheses using a sample of 217 green hotel customers. The results reveal that brand experience and customer inspiration significantly affect pro-environmental intention. Further, the results show customer inspiration significantly mediates the relationship between green hotel brand experience and pro-environmental intention. This study clearly shows the relationship between green hotel brand experience, customer inspiration and pro-environmental intention. Thus, this article contributes to exiting hospitality studies by identifying gaps and proposing a holistic view to understand customers’ pro-environmental intention in the green hotel industry

Advertising · Brand experience · Business · Hospitality · Hospitality industry · New product development · Tourism · Consumer Behavior in Brand Consumption and Identification · Environmental Education and Sustainability · Environmental Sustainability in Business · Psychology · Marketing