Moral versus practical criteria in hotel choice: Consumer responses to environmental and labour issues

Description

Abstract (English)

Purpose: This study aimed to investigate consumers' intentions to (a) visit green and/or ethical hotels, (b) boycott hotels accused of environmental degradation and/or exploitation of workers, and (c) discuss or share negative mes-sages on social media against such practices. The examination included a full combination of the Values-Beliefs-Norms theory and the Theory of Planned Behaviour, incorporating risk perception as a modifying factor.

Methods: A survey was conducted among 571 residents of Thessaloniki, Greece, using a combination of area and quota sampling. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) via the SmartPLS 4 software. 

Results: Findings indicated that biospheric values, risk perception, awareness of consequences, and -most notably- the ascription of responsibility significantly influenced the formation of personal norms. Personal norms, in turn, emerged as the strongest predictor of behavioural intentions. Conversely, attitudes and perceived behavioural con-trol indicated weak influence on these intentions.

Implications: The study highlights the predominance of moral over practical considerations in shaping consumer intentions. Specifically, it provides deeper insight into the decision-making process to choose green or ethical hotels, avoid accommodation accused of unethical environmental or labour practices, and engage in discursive actions against such practices.