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Why pay more for sustainable services? The case of ecotourism

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  • Kazeminia, Azadeh
  • Hultman, Magnus
  • Mostaghel, Rana

Abstract

This study draws on dual-processing theory and post-materialism assumptions to uncover the role of attitudinal and materialistic values in determining the degree to which consumers are willing to pay premium prices for sustainable tourism services. Findings from a large-scale survey of Swedish potential ecotourists reveal that, while attitude and environmental beliefs relate positively to willingness to pay premium (WTPP) for ecotourism, materialistic values exert a negative effect. In line with the theory of affect heuristics, study results further suggest that by giving rise to the intensity of feelings toward the offering, ecotourism interest alters the interplay of affective and evaluative antecedents, so that greater interest amplifies the influence of affective attitude and materialistic values on WTPP while simultaneously attenuating the effect of environmental beliefs.

Suggested Citation

  • Kazeminia, Azadeh & Hultman, Magnus & Mostaghel, Rana, 2016. "Why pay more for sustainable services? The case of ecotourism," Journal of Business Research, Elsevier, vol. 69(11), pages 4992-4997.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:4992-4997
    DOI: 10.1016/j.jbusres.2016.04.069
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    3. Meleddu, Marta & Pulina, Manuela, 2016. "Evaluation of individuals’ intention to pay a premium price for ecotourism: An exploratory study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 65(C), pages 67-78.
    4. Constantinos N. Leonidou & Verena Gruber & Bodo B. Schlegelmilch, 2022. "Consumers’ Environmental Sustainability Beliefs and Activism : A Cross-Cultural Examination," Post-Print hal-04558564, HAL.
    5. Pierre Pech & Imene Diaf, 2022. "Critical approach to tourism and nature conservation strategies: the case of the wilaya of El Tarf, Algeria [Développement touristique et conservation de la nature: le cas du parc national d’El Kal," Post-Print hal-03646636, HAL.
    6. Josep-Francesc Valls & Luís Mota & Sara Cristina Freitas Vieira & Rossana Santos, 2019. "Opportunities for Slow Tourism in Madeira," Sustainability, MDPI, vol. 11(17), pages 1-23, August.
    7. Mostaghel, Rana & Chirumalla, Koteshwar, 2021. "Role of customers in circular business models," Journal of Business Research, Elsevier, vol. 127(C), pages 35-44.
    8. Kumju Hwang & Jieun Lee, 2018. "Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life," Sustainability, MDPI, vol. 10(3), pages 1-18, March.
    9. Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 2020. "A study of safari tourism in sub-Saharan Africa: An empirical test of Tourism A-B-C (T-ABC) model," Journal of Business Research, Elsevier, vol. 119(C), pages 639-651.
    10. Viglia, Giampaolo & Abrate, Graziano, 2017. "When distinction does not pay off - Investigating the determinants of European agritourism prices," Journal of Business Research, Elsevier, vol. 80(C), pages 45-52.
    11. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.

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