The purpose of this paper is to reveal the relationships among green organizational culture, green innovation and competitive advantage. These relationships were assessed using structural equation modeling. Data were gathered from full-time hotel employees (N: 293) and managers (N: 192) in the Antalya region of Turkey. The results indicate that green organizational culture has a positive effect on green innovation and competitive advantage. Accordingly, green organizational culture is an important determinant for green innovation and competitive advantage. In addition, green innovation acted as a full mediator of the effects of green organizational culture on competitive advantage. Specifically, green organizational culture predicted green innovation, which in turn predicted competitive advantage. Finally, considering that causal studies on green innovation in the hotel industry are limited, this study may contribute to understanding how green innovation affects competitive advantage in the hotel ...

Reinforcing competitive advantage through green organizational culture and green innovation

A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research

Purpose – This study aims to propose a hierarchy of effects model to study three antecedents of green loyalty: green trust, green satisfaction and green overall image, and to examine the relationships between these variables. At present, environmental issues attract the attention of academics and professionals around the world. In the hospitality industry, this interest is even greater because of the considerable quantities of water and energy consumed by hotel companies and because of the environmental degradation that this industry can cause with unmanaged growth and development. For this reason, several authors have proposed incorporating the green loyalty construct as a key variable in tourism theory and practice. Design/methodology/approach – To test the proposed model empirically, personal surveys of hotel customers were conducted in Spain using a structured questionnaire. A structural equations model was developed to test the research hypothesis. Findings – The findings show that green overall imag...

Customer loyalty: exploring its antecedents from a green marketing perspective

Purpose – This quasi-experimental study aimed to investigate, drawing upon influential discounting behavior theory and cognition – affect – behavior (C-A-B) paradigm, consumers’ reactions to the phenomenon of “greenwashing” in the lodging industry. More specifically, this paper proposed and tested a theoretical model that examined whether recognizing the ulterior motive caused consumer skepticism about hotels’ environmental claims, which in turn influenced consumers’ intention to participate in linen reuse program and intention to revisit the hotel. Additionally, the moderating effects of ecological concern on the relationship between skepticism and intention to participate and between skepticism and intention to revisit were examined. Design/methodology/approach – A quasi-experimental design was used with two conditions (control vs ulterior motive) employing staff members of a US public university as study participants. In total, 638 useful responses were received. Findings – The results of this study re...

Consequences of “greenwashing”

This study aims to identify green-hotel attributes and determinants that contribute to guests’ intention generation for visiting a green hotel and practicing pro-environmental actions during their ...

How do green attributes elicit pro-environmental behaviors in guests? The case of green hotels in Vietnam

A deeper understanding of customers’ desire for and participation in green activities can lead to organizations designing more efficient and effective green programs. This research finds that the guests’ assessment of the importance of being environmentally friendly has the greatest effect on their intention to stay in a green hotel. Second, the research identifies the following customer barriers to participation: inconvenience, perceptions of cost cutting, and decreased luxury—all of which significantly affect consumers’ intention to stay at a green hotel or pay more for a room in such a hotel. Third, the results show that customers believe that hotels should have certain green practices, but did not consider it important to stay in a hotel that actually maintains the thirteen green practices tested here. Fourth, the results find that customers behave with greater environmental responsibility at home than they do in a hotel. Among the implications of these findings is the idea that hotel managers’ commun...

Eco-friendly Attitudes, Barriers to Participation, and Differences in Behavior at Green Hotels

In an industry plagued by high failure rates and exorbitant amounts spent on marketing, restaurants must find ways to increase the effectiveness of their advertising. The purpose of this study is to explore how verbal smell references in restaurants’ radio advertisements (e.g., “You can almost smell the smoky and delicious aroma of your steak grilling to perfection”) affect consumers’ perceived ability to “almost taste” and “almost smell” the advertised product, affective response, and purchase intentions. In a between-subjects experiment conducted on undergraduate students, this research finds that a verbal smell reference in a radio ad significantly influences a potential consumer’s ability to almost smell and almost taste the advertised product. The smell reference also significantly affects individuals’ affective responses to the ad and purchase intent for the product. Interestingly, this research also finds that the level of “brand excitement” associated with the advertised brand perfectly mediates t...

The Influences of Verbal Smell References in Radio Advertisements

In an industry plagued by high failure rates and exorbitant amounts spent on marketing, restaurants must find ways to increase the efficiency of their advertising. Present research demonstrates linkages between human senses and emotions and affective responses to marketing stimuli (e.g. Peck and Wiggins, 2006). However, there is presently a dearth of research addressing how advertising can creatively draw upon consumers’ senses to elicit the desired responses by stakeholders (e.g. increased purchase intent). In response to this apparent gap in our inquiry, the purpose of this study is to explore how verbal smell references (e.g. “You can almost smell the smoky and delicious aroma of your steak grilling to perfection” stated in the ad) and congruent cooking sounds (e.g. sizzling sounds for a steakhouse) in radio food advertisements impact consumer sensory perceptions (ability to almost taste and/or almost smell the advertised product), affective response, and purchase intentions. In addition, since current research indicates that olfactory perceptions can vary by gender (e.g. (Doty, Shaman, and Dann, 1983; Cane, 1982), this research tested for gender-based differences in these hypothesized relationships. Regarding procedures, a sequence of two pretests were used to establish the reliability and validity of the verbal smell reference used in this research. In addition to these manipulation

Eric A. Davis

Papers

Eco-friendly Attitudes, Barriers to Participation, and Differences in Behavior at Green Hotels

The Influences of Verbal Smell References in Radio Advertisements

Does that Sound Smell Good? An Experimental Investigation into the use of Verbal Smell References and Cooking Sounds in Radio Advertisements