Green Message Strategies and Green Brand Image in a Hotel Context

Document Type

Article

Publication Date

9-27-2021

Publication Title

Journal of Hospitality Marketing and Management

First page number:

1

Last page number:

15

Abstract

This research investigates the effects of different green (environmental) message types on hotel customers’ green brand image perceptions and behavioral intentions. A 2 (green message abstractness: abstract vs. concrete) x 2 (green message framing: gain vs. loss) between-subject factorial experimental design was utilized for testing the main and interaction effects of message types on green brand image. A two–way analysis of variance (ANOVA) was performed to test whether brand image perceptions differed across the levels of green message abstractness and green message framing. PROCESS Model was employed to test the mediating effects of messages on behavioral intentions through green brand image. The findings demonstrated that green message abstractness had a significant main effect on green brand image. Abstract green message led to a stronger effect on green brand image than the concrete one. Furthermore, green message abstractness influenced behavior intention indirectly through green brand image. However, green message framing did not yield any significant results for the direct and indirect effects.

Keywords

Green brand image; Green message abstractness; Green message framing; Intention to reuse towel; Revisit intention; WOM intention

Disciplines

Hospitality Administration and Management

Language

English

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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