Luxury hotels going green – the antecedents and consequences of consumer hesitation

Norman Peng*, Annie Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

45 Citations (Scopus)
452 Downloads (Pure)


Luxury hotels might hesitate to operate in a more environmentally friendly way because they worry such practices will harm their performance. However, hotels can have a significant impact on the natural environment. Building on protection motivation theory, this study examines consumers’ evaluations of luxury hotels that are becoming more environmentally friendly by investigating the influences of perceived risks (i.e., functional, financial, hedonic, and self-image risks) on consumers’ hesitation and subsequent purchase intentions. Additionally, the moderating effect of consumers’ green hotel knowledge on the influences of perceived risks on hesitation is examined. Questionnaires were completed by 548 participants from Taiwan and revealed that perceived risks can significantly influence hesitation, which can in turn affect purchase intentions. Furthermore, green hotel knowledge moderates the influence of perceived functional and hedonic risks on hesitation. This study’s contributions to the luxury product consumption literature and sustainable tourism studies are discussed.
Original languageEnglish
Pages (from-to)1374-1392
Number of pages19
JournalJournal of Sustainable Tourism
Issue number9
Early online date31 May 2019
Publication statusPublished - 2 Sep 2019


  • green hotel knowledge
  • hesitation
  • luxury hotel
  • luxury service products
  • perceived risk
  • protection motivation theory


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