In the Name of Environmental Friendliness: Effects on Attitudes Toward the Service

Ronnie (Chuang Rang) Gao, Drexel University, USA
Rajneesh Suri, Drexel University, USA
Environmental friendliness does not always bring consumers with immediate benefits. For instance, hotels stopped replacing guest bed linens daily. We empirically demonstrated that consumers high on environmental concern reacted more favorably towards reduced services, and more favorable when provided with a choice, but not by exposing consumers to environmental messages.
[ to cite ]:
Ronnie (Chuang Rang) Gao and Rajneesh Suri (2012) ,"In the Name of Environmental Friendliness: Effects on Attitudes Toward the Service", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1127-1127.