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.
\nMethods: 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.
\nResults: 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.
\nImplications: 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.
", "lang": { "id": "eng", "title": { "en": "English" } }, "type": { "id": "abstract", "title": { "de": "Abstract", "en": "Abstract" } } } ], "copyright": "Copyright (C) 2026 Authors", "creators": [ { "affiliations": [ { "id": "00708jp83", "identifiers": [ { "identifier": "00708jp83", "scheme": "ror" }, { "identifier": "grid.449057.b", "scheme": "grid" }, { "identifier": "0000 0004 0416 1485", "scheme": "isni" } ], "name": "International Hellenic University" } ], "person_or_org": { "family_name": "Partsali", "given_name": "Ioulia", "identifiers": [ { "identifier": "0009-0006-5546-1834", "scheme": "orcid" } ], "name": "Partsali, Ioulia", "type": "personal" }, "role": { "id": "contactperson", "title": { "de": "Kontaktperson", "en": "Contact person" } } }, { "affiliations": [ { "id": "00708jp83", "identifiers": [ { "identifier": "00708jp83", "scheme": "ror" }, { "identifier": "grid.449057.b", "scheme": "grid" }, { "identifier": "0000 0004 0416 1485", "scheme": "isni" } ], "name": "International Hellenic University" } ], "person_or_org": { "family_name": "Delistavrou", "given_name": "Antonia", "identifiers": [ { "identifier": "0000-0001-6764-663X", "scheme": "orcid" } ], "name": "Delistavrou, Antonia", "type": "personal" } }, { "affiliations": [ { "id": "00708jp83", "identifiers": [ { "identifier": "00708jp83", "scheme": "ror" }, { "identifier": "grid.449057.b", "scheme": "grid" }, { "identifier": "0000 0004 0416 1485", "scheme": "isni" } ], "name": "International Hellenic University" } ], "person_or_org": { "family_name": "Tilikidou", "given_name": "Irene", "identifiers": [ { "identifier": "0000-0002-2764-4346", "scheme": "orcid" } ], "name": "Tilikidou, Irene", "type": "personal" } } ], "description": "Submitted: July 2025 \u25aa 1st Revision Submitted: November 2026 \u25aa 2nd Revision Submitted: February 2026 \u25aa Accepted: April 2026 \u25aa Refereed Anonymously
\nJEL Classification: M31, M14, L83
\nAuthor Contributions: Conceptualization, I.P., A.D. and I.T.; methodology, I.P., A.D. and I.T.; software, I.P., and A.D.; validation, A.D. and I.T.; formal analysis, I.P., and A.D.; investigation, I.P., and A.D.; resources, A.D.; data curation, I.P., and A.D.; writing—original draft preparation, I.P., and I.T.; writing—review and editing, I.P., A.D. and I.T.; visualization, I.P. and A.D.; project administration, A.D. All authors have read and agreed to the pub-lished version of the manuscript.
", "identifiers": [ { "identifier": "2529-1947", "scheme": "issn" } ], "publication_date": "2026-06-05", "publisher": "Journal of Tourism, Heritage & Services Marketing", "resource_type": { "id": "publication-article", "title": { "de": "Zeitschriftenartikel", "en": "Journal article" } }, "rights": [ { "description": { "en": "" }, "icon": "cc-by-nc-nd-icon", "id": "cc-by-nc-nd-4.0", "props": { "scheme": "spdx", "url": "https://creativecommons.org/licenses/by-nc-nd/4.0/legalcode" }, "title": { "en": "Creative Commons Attribution Non Commercial No Derivatives 4.0 International" } } ], "subjects": [ { "subject": "green/ethical hotels" }, { "subject": "boycotting/discursive activities" }, { "subject": "values-beliefs-norms theory" }, { "subject": "theory of planned behaviour" }, { "subject": "risk perception" } ], "title": "Moral versus practical criteria in hotel choice: Consumer responses to environmental and labour issues" }, "parent": { "access": { "owned_by": { "user": "29272" }, "settings": { "accept_conditions_text": null, "allow_guest_requests": false, "allow_user_requests": false, "secret_link_expiration": 0 } }, "communities": { "default": "a5ce82a0-5e09-4676-a969-5cf114912278", "entries": [ { "access": { "member_policy": "open", "members_visibility": "public", "record_submission_policy": "open", "review_policy": "closed", "visibility": "public" }, "children": { "allow": false }, "created": "2023-11-15T16:47:06.835740+00:00", "custom_fields": {}, "deletion_status": { "is_deleted": false, "status": "P" }, "id": "a5ce82a0-5e09-4676-a969-5cf114912278", "links": {}, "metadata": { "description": "Journal of Tourism, Heritage & Services Marketing (JTHSM) is an international, open-access, multi-disciplinary, refereed (double blind peer-review) journal, aiming to promote and enhance research in tourism, heritage and services marketing.", "organizations": [ { "id": "00708jp83" } ], "title": "Journal of Tourism, Heritage & Services Marketing", "type": { "id": "organization" }, "website": "https://www.jthsm.gr/" }, "revision_id": 4, "slug": "jthsm", "updated": "2023-11-15T17:00:36.134822+00:00" } ], "ids": [ "a5ce82a0-5e09-4676-a969-5cf114912278" ] }, "id": "22746105", "pids": { "doi": { "client": "datacite", "identifier": "10.5281/zenodo.22746105", "provider": "datacite" } } }, "pids": { "doi": { "client": "datacite", "identifier": "10.5281/zenodo.22746106", "provider": "datacite" }, "oai": { "identifier": "oai:zenodo.org:22746106", "provider": "oai" } }, "revision_id": 8, "stats": { "all_versions": { "data_volume": 11702193.0, "downloads": 23, "unique_downloads": 23, "unique_views": 37, "views": 41 }, "this_version": { "data_volume": 11702193.0, "downloads": 23, "unique_downloads": 23, "unique_views": 37, "views": 41 } }, "status": "published", "swh": {}, "updated": "2026-09-14T13:47:54.046340+00:00", "versions": { "index": 1, "is_latest": true } }