Ethical consumer behaviour regarding hotels : types and influential factors

Abstract

Greeks’ intentions to choose a green hotel were examined, together with their intentions to boycott and act discursively against an “unethical” hotel, which hypothetically has been demonstrably blamed about extremely unfair practices. Intentions to plan a visit at a green hotel were found to be at a higher level than actual searching and booking a green room. Men of 34-45 years of age were found more willing to visit a green hotel than their counterparts. External (other important persons’ encouragement) and Internal (respondents’ perceptions about their own means and opportunities or obstacles) controls were found to impact positively and strongly to the respondents’ intentions to visit a green hotel. The interactive effect of External Control and Internal Control were found able to predict more than 50% of the variance in intentions. Further, women were found more willing to participate in a boycotting, while young consumers were found to be more engaged in discursive activities. The promotional package of an ethical hotel should contain evidence about environmental and cultural protection measures in combination with messages about fair labour conditions. The communication strategy should include important persons’ testimonials about their favourable stays together with messages of attractive opportunities for any willing customer to visit their hotel.