ABSTRACT

Escalating environmental concerns have increased consumer interest in green consumption, and many hotels have embarked on a green transformation to accommodate this growing public sentiment. However, many consumers remain skeptical about green hotels. This research aims to shed light on consumer adoption of green hotels using value theory and diffusion of innovation theory. A structural equation modeling analysis is conducted on data collected from 332 hotel guests in India. In doing so, this research reveals four significant findings, namely (1) utilitarian value is the most substantial value predictor, followed by biospheric and hedonic values; (2) consumer innovativeness is a stronger innovation predictor than innovation characteristics; (3) consumers with high green involvement are more likely to adopt green hotels than their low green involvement counterparts; and (4) consumer adoption intention is a significant predictor of consumer actual adoption of green hotels. Taken collectively, this research provides valuable insights on consumer responses toward the value and innovation ascribed to green hotels, especially in emerging economies, where sustainability practices remain voluntary rather than mandatory. It also establishes a new theory - i.e., the value and innovation theory of green hotel adoption - that can be adopted (used), adapted (modified), or advanced (extended) in the future.

摘要

不断升级的环境问题增加了消费者对绿色消费的兴趣，许多酒店已着手进行绿色转型以适应这种日益增长的公众情绪。然而，许多消费者仍然对绿色酒店持怀疑态度。本研究旨在利用价值理论和创新理论传播来阐明消费者对绿色酒店的采用。对从印度 332 位酒店客人收集的数据进行结构方程建模分析。在此过程中，本研究揭示了四个重要发现，即（1）功利价值是最重要的价值预测指标，其次是生物圈和享乐价值；（2）消费者创新性是比创新特征更强的创新预测因子；（3）绿色参与度高的消费者比绿色参与度低的消费者更倾向于选择绿色酒店；(4) 消费者采用意愿是消费者实际采用绿色酒店的重要预测指标。总的来说，这项研究为消费者对绿色酒店的价值和创新的反应提供了宝贵的见解，特别是在可持续发展实践仍然是自愿而非强制性的新兴经济体中。它还建立了一个新的理论——即，可持续性实践仍然是自愿的而不是强制性的。它还建立了一个新的理论——即，可持续性实践仍然是自愿的而不是强制性的。它还建立了一个新的理论——即，绿色酒店采用的价值和创新理论——未来可以采用（使用）、改编（修改）或先进（扩展）。