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Corporate images and customer behavioral intentions in an environmentally certified context: Promoting environmental sustainability in the hospitality industry

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  • Patricia Martínez
  • Ángel Herrero
  • Raquel Gómez‐López

Abstract

Growing environmental awareness has made customers change their attitudes and increasingly demand that the hospitality industry provides products and services that are environmentally friendly. This sector faces increasing pressure to operate in a more ecofriendly manner given its negative influence on the natural environment. Extant research demonstrates that sustainable tourism can be promoted through environmental certifications. However, little attention has been paid to the relevance of customer perceptions about these schemes and their influence on customer behavioral intentions. So that, this study attempts to explore the conditions under which perceived green image leads to favorable customer behavioral intentions towards environmentally certified hotels by considering the mediating effects of functional and emotional images. A structured questionnaire was used to collect data from hotel customers in Spain. The results indicate that green image serves as a predictor of functional image, which in turn is linked to customer behavioral intentions. This shows that the evaluation of environmental issues influences the assessment of cognitive aspects, although not the direct evaluation of affective aspects. Consequently, green image associations directly influence the cognitive responses of consumers but not their emotions. Therefore, consumers will evaluate a hotel's functional image not only by considering traditional attributes but also by taking into account environmental issues. These findings suggest that hotel companies should work to develop a green positioning strategy developing products and services possessing both greenness and high‐value attributes.

Suggested Citation

  • Patricia Martínez & Ángel Herrero & Raquel Gómez‐López, 2019. "Corporate images and customer behavioral intentions in an environmentally certified context: Promoting environmental sustainability in the hospitality industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1382-1391, November.
    • Handle: RePEc:wly:corsem:v:26:y:2019:i:6:p:1382-1391
    DOI: 10.1002/csr.1754
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    2. Heesup Han & Bee‐Lia Chua & Antonio Ariza‐Montes & Elena‐Nicoleta Untaru, 2020. "Effect of environmental corporate social responsibility on green attitude and norm activation process for sustainable consumption: Airline versus restaurant," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1851-1864, July.
    3. María D. López‐Gamero & José F. Molina‐Azorín & Jorge Pereira‐Moliner & Eva M. Pertusa‐Ortega, 2023. "Agility, innovation, environmental management and competitiveness in the hotel industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 548-562, March.
    4. Carlos Guerrero Medina & Myriam Martínez‐Fiestas & Maria I. Viedma‐del‐Jesus & Jessica Alzamora Ruiz, 2020. "Living wage in the framework of corporate social responsibility: Analyzing its impact on consumer response," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2060-2070, September.
    5. Rodrigo Salvador & Murillo Vetroni Barros & Guilherme Francisco do Prado & Regina Negri Pagani & Cassiano Moro Piekarski & Antonio Carlos de Francisco, 2021. "Knowledge and technology transfer in sustainability reports: Fomenting stakeholder engagement for sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 251-264, January.
    6. Naveed Ahmad & Aqeel Ahmad & Irfan Siddique, 2024. "Beyond self‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2439-2453, May.
    7. Arun T. M. & Puneet Kaur & Stefano Bresciani & Amandeep Dhir, 2021. "What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2637-2655, July.
    8. Iñaki Heras‐Saizarbitoria & Olivier Boiral & Alberto Díaz de Junguitu, 2020. "Environmental management certification and environmental performance: Greening or greenwashing?," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2829-2841, September.
    9. Raniah Alsahafi & Ahmed Alzahrani & Rashid Mehmood, 2023. "Smarter Sustainable Tourism: Data-Driven Multi-Perspective Parameter Discovery for Autonomous Design and Operations," Sustainability, MDPI, vol. 15(5), pages 1-64, February.
    10. Miguel Ángel Moliner‐Tena & Diego Monferrer‐Tirado & Marta Estrada‐Guillén & Lidia Vidal‐Meliá, 2023. "Sustainable service ecosystems from the transformative value perspective: A study in tourism destinations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 342-357, January.

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