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The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers

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  • Jeong-Eun Park

    (Graduate School of Education, Kyung-Hee University, Seoul 02447, Korea)

  • Eungoo Kang

    (Business and Technology, DBA, Saint Mary’s University of Minnesota, Minneapolis, MN 55404, USA)

Abstract

The adoption and implementation of environmental marketing strategies is the hotel industry’s new approach to maintaining a competitive advantage and attracting more green consumers. Indeed, hotels with more sustainable practices and eco-friendly artwork generate more trust and make green consumers more loyal and satisfied. However, there is little prior research which has suggested the mediating role of green artwork between customers’ levels of green perception and their hotel satisfaction. For this reason, the current authors obtained a total of 659 responses from South Korean consumers and conducted the structural equation analysis (SEM) to identify the indirect effect explaining how green arts boosts green hotel consumers’ satisfaction. Our statistical findings offer vital insights regarding the relationship between customers’ green perceptions and their hotel satisfaction, with eco-friendly artwork in the hotel interior design as the mediating variable. Finally, the current study provides a detailed understanding of art infusion to urban hotels by highlighting the impact of art and its spillover effects on consumer satisfaction.

Suggested Citation

  • Jeong-Eun Park & Eungoo Kang, 2022. "The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers," Sustainability, MDPI, vol. 14(7), pages 1-19, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:3784-:d:777662
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    References listed on IDEAS

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    1. Gaofeng Guan & Dong Liu & Jiayang Zhai, 2022. "Factors Influencing Consumer Satisfaction of Fresh Produce E-Commerce in the Background of COVID-19—A Hybrid Approach Based on LDA-SEM-XGBoost," Sustainability, MDPI, vol. 14(24), pages 1-19, December.

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