The effects of green nudge messages on customers' Pro-Environmental Behavioral Intention (PEB) in the hotel industry
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This study was designed to investigate how green nudge messages can affect customer engagement in hotel green practices. This research consists of two studies. Study 1 compared the effects of five types of nudge messages (i.e., social norms, default options, green upselling, reciprocity, and no nudge messages) on hotels' PEBs. Study 2 examined the interaction effect of self-value (such as self-transcendence and self-enhancement) and hotel ratings (comparing three stars to five stars) on PEB. These elements were then paired with the most effective nudges identified in the first study. Furthermore, it also examined the moderating effect of different types of consumer individual characteristics (i.e., comfort level, green mindfulness, green skepticism, and conspicuous consumption motive). In Study 1, 244 participants were randomly exposed to all five conditions (i.e., social norms, default options, green upselling, reciprocity, and no nudge message). The finding showed that the green upselling nudge message was most effective in customers' PEB. In study 2, a total of 523 participants were randomly exposed to one of four conditions. The result confirmed two main effects, but the interaction between self-value and hotel rating on PEB was not statistically significant. Specifically, the self-transcendence value message is more likely to influence customers' PEBs than the self-enhancement value message. Furthermore, individuals are more inclined to participate in environmentally friendly behaviors while staying at a five-star hotel than at a three-star hotel. As a result of two-way ANOVA analysis, this study confirmed the moderating effect of barriers to participation (i.e., green skepticism, and comfort level) in the relationship between self-value messages and PEB. This study also confirmed that the moderated moderation effect on hotel rating, and conspicuous consumption motive between self-value and PEB was significant. Finally, the theoretical and practical contributions of this study were discussed.
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Ph. D.