This study examined whether environmental status signaling (ESS) applied to purchase situations involving three environmental products in hospitality and tourism: an environment-friendly car, an organically-produced wine, and a green hotel. Findings from three scenario-based quasi-experimental studies suggested that ESS differed across the type of green product and the consumption setting. When status motive was high, consumers would purchase the environment-friendly car over its more-luxurious conventional counterpart across all consumption settings. Higher purchase intention was also found for the more luxurious hotel over the environment-friendly hotel and for the organically-produced wine over the better-rated conventional wine in private settings. These effects disappeared in the public setting. Moreover, ESS was independent of whether green products were priced equal or more. Recommendations on how to promote the personal benefits of green products and improve performance, design, and packaging of the green products were provided to practitioners in the hospitality and tourism industry.

本研究检验了环境状态信号 (ESS) 是否适用于涉及酒店和旅游业三种环境产品的购买情况：环保汽车、有机葡萄酒和绿色酒店。三项基于情景的准实验研究的结果表明，ESS 因绿色产品类型和消费环境而异。当地位动机高时，消费者会在所有消费环境中购买环保汽车，而不是更豪华的传统汽车。与环境友好型酒店相比，更豪华的酒店以及有机生产的葡萄酒与私人环境中评价更高的传统葡萄酒相比，也发现了更高的购买意愿。这些影响在公共场合消失了。而且，ESS 与绿色产品的价格是否相等或更高无关。向酒店和旅游业的从业者提供了关于如何促进绿色产品的个人利益以及改进绿色产品的性能、设计和包装的建议。