Antecedents to consumers’ green hotel stay purchase behavior during the COVID-19 pandemic: the influence of green consumption value, emotional ambivalence, and consumers’ perceptions

When traveling for tourism purposes during the COVID-19 pandemic, some consumers might want to stay at green hotels because of these products’ images and practices. At the same time, these green establishments also need consumer support to remain in business once the virus is under control. This study explores green hotels’ challenges and opportunities by examining the factors that contribute to consumers’ green hotel stay purchase behavior during the COVID-19 pandemic. A total of 429 participants completed questionnaires, and the answers revealed that consumers’ perceived health risks and green hotels’ perceived persuasiveness can affect their emotional ambivalence that, in turn, can affect their green purchase behavior of hotel stays. Furthermore, the relationship between emotional ambivalence and purchase behavior can be moderated by consumers’ green consumption values. The findings of this research contribute to the tourism literature and green product consumption research. In addition, implications for green hotel practitioners are discussed.