3rd essay ENG102 WP2 FINAL 3000 words essay
Received: 29 November 2018 Revised: 20 February 2019 Accepted: 9 March 2019
DOI: 10.1002/csr.1754
R E S E A R C H A R T I C L E
Corporate images and customer behavioral intentions in an environmentally certified context: Promoting environmental sustainability in the hospitality industry
Patricia Martínez | Ángel Herrero | Raquel Gómez‐López
Business Administration Department,
University of Cantabria, Santander, Spain
Correspondence
Raquel Gómez‐López, Business Administration Department, University of Cantabria, Avenida
de los Castros s/n, Santander 39005, Spain.
Email: gomezlr@unican.es
1382 © 2019 John Wiley & Sons, Ltd and ER
Abstract
Growing environmental awareness has made customers change their attitudes and
increasingly demand that the hospitality industry provides products and services that
are environmentally friendly. This sector faces increasing pressure to operate in a
more ecofriendly manner given its negative influence on the natural environment.
Extant research demonstrates that sustainable tourism can be promoted through
environmental certifications. However, little attention has been paid to the relevance
of customer perceptions about these schemes and their influence on customer
behavioral intentions. So that, this study attempts to explore the conditions under
which perceived green image leads to favorable customer behavioral intentions
towards environmentally certified hotels by considering the mediating effects of
functional and emotional images. A structured questionnaire was used to collect data
from hotel customers in Spain. The results indicate that green image serves as a
predictor of functional image, which in turn is linked to customer behavioral
intentions. This shows that the evaluation of environmental issues influences the
assessment of cognitive aspects, although not the direct evaluation of affective
aspects. Consequently, green image associations directly influence the cognitive
responses of consumers but not their emotions. Therefore, consumers will evaluate
a hotel's functional image not only by considering traditional attributes but also by
taking into account environmental issues. These findings suggest that hotel
companies should work to develop a green positioning strategy developing products
and services possessing both greenness and high‐value attributes.
KEYWORDS
emotional image, environmental certifications, environmental sustainability, functional image,
green image, hospitality, sustainable tourism
1 | INTRODUCTION
Environmental sustainability has drawn great attention over the last
decade (Hu, Wang, & Xie, 2018) mainly because consumers today
are more ecologically conscious than they were. Previous studies have
demonstrated that consumers support ecofriendly companies that
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consider a priority to develop environmental practices (Kang & Hur,
2012). This growing interest for green products and services has
generated several changes in the tourism and hospitality businesses.
With the object of reducing environmental degradation and
involving consumers that are conscious about green issues, numerous
companies are implementing environmental certification programs
Corp Soc Resp Env Ma. 2019;26:1382–1391.nelibrary.com/journal/csr
MARTÍNEZ ET AL. 1383
(Lee, Noh, Choi, & Rha, 2017). Environmental certifications attempt to
promote companies' environmental commitment and differentiating
genuine environmentally friendly companies from “green‐washed”
businesses (Daddi, Ceglia, Bianchi, & Dutra de Barcellos, 2019).
“Greenwashing” is defined as “the act of misleading consumers regard-
ing the environmental practices of a company or the environmental
benefits of a product or service” (TerraChoice, 2009, p. 1).
Although the importance of environmental certifications has been
recognized in the hospitality literature, it is necessary to obtain
additional evidence about how these certifications might develop
favorable consumer responses. Extant research that has focused on
pro‐environmental behavior within the hospitality industry links this
behavior to a hotel's image (Durna, Dedeoglu, & Balikcioglu, 2015;
Jeong, Jang, Day, & Ha, 2014; Lee, Hsu, Han, & Kim, 2010; Martínez,
2015; Martínez, Herrero, & Gómez, 2018; Wu, Ai, & Cheng, 2016;
Yadav, Kumar, & Swaroop, 2016). However, there is no consensus
on the factors of a hotel's image that create superior positive
responses in consumers. Many researchers argue that, although
cognitive attributes of a company's image are clearly important (Alwi
& Kitchen, 2014; Nguyen & LeBlanc, 2001), emotional aspects are also
relevant to consumers (Michel & Rieunier, 2012; Prayag, Hosany,
Muskat, & Del Chiappa, 2017). Consequently, this research suggests
that consumers consider not only cognitive but also affective
attributes of an environmentally certified company's image.
Following these arguments and a green marketing approach, this
study suggests an inclusive model of how corporate image may lead
to favorable pro‐environmental behaviors. Thereby, the authors
attempt to explore the conditions under which green image results
in positive customer responses concerning environmentally certified
hotels, by taking into account functional image (cognitive aspects)
and emotional image (emotional issues) as mediating variables.
Previous research in consumer behavior and environmental psychol-
ogy has shown the relevance of these aspects in the hospitality
context (Martínez et al., 2018). Unfortunately, no studies to date have
integrated the notion of green image with functional and emotional
hotel images in a single study to ascertain their relationships, and
this has certainly not been done by considering an environmentally
certified hotel context.
2 | CONCEPTUAL FRAMEWORK AND RESEARCH HYPOTHESES
The term green marketing is currently one of the most frequently
debated theme in academic literature (Hur, Kim, & Park, 2013; Kang
& Hur, 2012). This concept represents the management process
responsible for identifying, anticipating, and satisfying the needs of
customers and society in a profitable and sustainable way (Yadav
et al., 2016). Within the hospitality context, a number of firms are
recognizing their responsibility towards the natural environment
and showing this by adopting ecological initiatives voluntarily
(Suárez‐Cebador, Rubio‐Romero, Pinto‐Contreiras, & Gema, 2018).
The main manifestation of this compromise is through environmental
certifications programs (Lee et al., 2017). Environmental certifications
improve environmental management because these schemes help
firms to focus on environmental performance (Qi, Zeng, Li, & Tam,
2012). Additionally, these schemes provide benefits to consumers by
acting as an assurance of quality and confidence (Esparon, Gyuris, &
Stoeckl, 2014). When hotel companies adopt a third‐party environ-
mental certification, they obtain not only access to the knowledge of
the certification institution but also personalized information about
the implementation of environmental practices. Certification institu-
tions establish predetermined norms and goals and evaluate the level
of accomplishment of audited firms (Takahashi & Nakamura, 2010).
Third‐party environmental certification therefore gives credibility
about environmental performance and green initiatives adopted by
companies, reducing “greenwashing” claims.
Among the third parties offering certification are online travel
agencies such as Travelocity.com, which has started “green‐flagging”
hotels based on their environmental certifications, and the U.S. Green
Building Council, which offers Leadership in Energy and Environmen-
tal Design certification. Another certification growing in importance
is the environmental management system ISO 14001, which is an
international standard for sustainable operation. Large tourism
business, such as the Hilton group have initiated their own environ-
mental schemes (we care!). Similarly, large hotel groups such as the
state‐owned Paradores de Turismo (Spain) are part of the European
Eco‐Management and Audit Scheme.
2.1 | Green, functional, and emotional images
Before explaining the notions of functional and emotional images, it is
necessary to give a brief explanation of the concept of green image.
This notion has become progressively more relevant because
consumers are aware of ecological aspects and their implications for
the planet earth. The term “green image” is defined as “[a] set of
perceptions of a firm in a consumer's mind that is concerned to
environmental commitment and concerns” (Martínez, 2015, p. 901).
A hotels' green image can be described as consumers' mental percep-
tions of the company that are linked to environmental concerns, and it
can be expressed as a functional of its most important green attributes
(Jeong et al., 2014).
Next, the concept of corporate image is explained in order to
introduce its main dimensions. Corporate image is defined as the net
result of the knowledge, beliefs, ideas, feelings, or impressions about
an organization (Heikkurinen, 2010). Corporate image is a valuable
strategic asset because it provides individuals with functional, experi-
ential, and symbolic benefits (Park, Jaworski, & MacInnis, 1986).
Although functional and experiential benefits come from tangible attri-
butes related with the product/service, symbolic benefits correspond
to customers' psychological needs (e.g., self‐esteem; Kim & Perdue,
2013). Previous research suggests that customers' behavior depends
on an altered description of (objective) reality that exists in their minds
(Martineau, 1958). In the specific service context of this research, cor-
porate image has a key role to play as customers find it difficult to
MARTÍNEZ ET AL.1384
differentiate hospitality products/services considering exclusively tan-
gible quality attributes (Martínez, 2015).
Previous research supports the idea that it is necessary to develop
a cognitive and emotional images before achieving an overall image
(Lee et al., 2010). It has been proposed that image is an overall
impression created as a result of cognitive and affective evaluations
of the attributes of an object (Mazursky & Jacoby, 1986). Cognitive
image is based on the assessment of several attributes of a
product/service, and it is mainly related to consumers' beliefs about
these features. On the other hand, emotional image focuses on indi-
viduals' feelings towards this product/service. This consideration is
consistent with the two main facets of corporate image: the functional
and emotional dimensions (Kennedy, 1977). The functional dimension
comprehends tangible characteristics, which are easily measured,
whereas the emotional dimension is related to psychological aspects
that manifest as feelings and attitudes towards the firm. These
attitudes and feelings are formed when individuals process the infor-
mation on the functional attributes of corporate image (Kennedy,
1977). Therefore, in this study, functional image is composed of
cognitive aspects that provide functional benefits and satisfy utilitar-
ian needs, whereas emotional image focuses on affective attributes
and the symbolic nature of consumption.
Regarding the relationship between green image and both dimen-
sions of corporate image, consumer benefits derived from corporate
image are closely related to attributes of products, attributes of
performance, and emotional consequences arising from use (Prayag
et al., 2017; Woodruff, 1997). First, functional benefits are related
to practical benefits that are obtained by customers if they use a
product/service. Some of the water and energy consumption reduc-
tion initiatives carried out by environmentally certified hotels may be
very engaging to some guests, persuading them to stay at this kind
of hotels. For those guests who desire to reduce water and energy
usage (and contribute to enhancing the environment), an environ-
mentally certified hotel may be perceived as valuable. In this sense,
the authors propose that the perception of these green practices
provides a benefit to consumers in the sense of a better or differen-
tiated service. Hence, the following hypothesis is suggested:
H1. Green image positively influences functional corpo-
rate image.
Second, emotional benefits imply satisfying the psychological
requirements of customers. Even though consumers may not
deliberately search for these emotional benefits, unplanned favorable
feelings activated by the consumption experience constitute a crucial
aspect in subsequent decision processes. It is possible to meet
psychological needs of customers and bring emotional benefits to
them by staying at an environmentally certified hotel. For instance,
for those customers with a high degree of environmental concern,
the act of choosing an ecofriendly hotel may increase their levels
of self‐esteem and feel optimistic about this decision because
they are contributing to saving the planet and alleviating
environmental problems. Based on this discussion, this study pro-
poses the following hypothesis:
H2. Green image positively influences emotional corpo-
rate image.
2.2 | Green image and consumer behavior
Within the hospitality research field, the concept of a company's
image is one of the most common notions because of its influence
on customer responses (Durna et al., 2015; Gao, Mattila, & Lee,
2016; Jeong et al., 2014; Martínez, 2015; Martínez et al., 2018; Wu
et al., 2016; Yadav et al., 2016). As stated by Ajzen and Fishbein
(1980), behavioral intentions correspond to the probability of con-
sumer involvement in a particular behavior and represent the immedi-
ate precursor of actual behavior. Three main dimensions have been
studied to examine customer behavioral intentions: repurchase inten-
tions, willingness to pay a premium price, and willingness to recom-
mend (Zeithaml, Berry, & Parasuraman, 1996). In this study, these
intentions are reflected in consumer intentions to stay at an environ-
mentally certified hotel, to spread word‐of‐mouth about such a hotel,
and to pay a premium price to stay there (Gao et al., 2016).
Extant research within the hospitality context supports the influ-
ence of a company's green image on consumer behavior. Wu et al.
(2016) demonstrate that green switching intention is affected by
green image and satisfaction. Martínez et al. (2018) validate the influ-
ence of green image on customer intention to stay and pay a superior
price. Therefore, the following research hypothesis is suggested:
H3. Green image positively influenced customer behav-
ioral intentions.
2.3 | The influence of functional and emotional corporate image on customer behavioral intentions
Numerous scholars suggest that corporate image facilitates
consumer–company relations and enhances consumer behavior (Helm
& Tolsdorf, 2013; Khoo‐Lattimore & Prayag, 2016; Richard & Zhang,
2012; Tu, Li, & Chih, 2013). The consumer decision‐making process
is strongly influenced by corporate image because this asset offers
mental shortcuts when processing information. Within the hospitality
context, it is also possible to prove the great influence of a company's
image on customer purchase decisions (Gao et al., 2016; Han, Hsu, &
Lee, 2009; Lee et al., 2010; Martínez, 2015; Martínez et al., 2018;
Yadav et al., 2016).
Regarding the influence of functional and emotional images on
consumer behavior, behavioral intentions are determined by the indi-
vidual experience of customers with the firm. The results of this
encounter are not only related with the use of the company's
products/services and their practical or technical benefits (e.g., func-
tional image) but also comprise feelings and emotional responses
towards the company (e.g., emotional image; Delgado & Munuera,
2001; Kim & Perdue, 2013). For instance, Kim and Perdue (2013)
prove that when guests choose a hotel company, they consider cogni-
tive attributes (e.g., price, quality, and food choose) as well as affective
attributes (e.g., comfortable feeling and entertaining). Therefore,
MARTÍNEZ ET AL. 1385
customer behavioral intentions are assumed to be positively affected
by the favorable perceived functional and emotional images of the
company (Rindova & Fombrun, 1999). Following these ideas, the next
research hypotheses are proposed:
H4. Functional corporate image positively influences
customer behavioral intentions.
H5. Emotional corporate image positively influences
customer behavioral intentions.
TABLE 1 Sample characteristics
Characteristic n %
Gender
Male 233 46.41
Female 263 53.59
Age (year)
18–24 98 19.52
The functional dimension of image refers to beliefs and knowledge
about a company, whereas the emotional domain refers to attitudes
and feelings towards the company (Kennedy, 1977; Mazursky &
Jacoby, 1986). The distinction and direction of the relationship
between cognitive and affective aspects of image have been empha-
sized in various consumer decision‐making models (Faridah & Kitchen,
2016). The majority of research to date has posited that cognitive
aspects of image are antecedents of emotional image, which is created
through a collection of beliefs concerning a specific object (e.g., com-
pany; Gartner, 1993) This idea proposes that cognitive knowledge
can lead to affective responses (Lee et al., 2010) suggesting that
although a distinction is made between the two dimensions, they are
interrelated. In this sense, various studies propose that the functional
and the emotional components of image are distinct but are hierarchi-
cally related (Faridah & Kitchen, 2016; Lee et al., 2010). Therefore, the
following is proposed:
25–34 62 12.35
35–44 77 15.33
H6. Functional corporate image positively influences
emotional corporate image.
45–54 102 20.31
55–64 43 8.56
Over 65 120 23.90
Education
No education 22 4.38
Basic (primary and secondary school) 68 13.54
High school 156 31.07
University 191 38.04
Postgraduate degree 65 12.94
Occupation
Student 117 23.30
Self‐employed 79 15.73
Worker 152 30.28
Retired/pensioner 122 24.31
Unemployed 32 6.37
Travel purpose
Leisure 359 71.51
3 | METHOD
3.1 | Measures
To fulfill the research objectives, a questionnaire for potential
customers of environmentally certified hotel in Spain was developed.
Previous measurement scales were adopted from several studies to
measure the constructs of this study. To assess green image, three
items based on Jeong et al. (2014) were used. Both dimensions of
image (functional and emotional corporate images) were measured
employing the scale provided by Martínez, Montaner, and Pina
(2004). Finally, three items based on Gao et al. (2016) were employed
to measure customer behavioral intentions (Appendix A). The authors
conducted a pilot study to validate the questionnaire by means of 20
tourism researchers and students. After their comments and recom-
mendations, several modifications were made to make the survey
more comprehensible for future respondents.
Business 81 16.13
Other 62 12.35
Previous experience with a certified hotel
Yes 227 45.22
No 275 54.78
3.2 | Data collection and sample
The sample used in the research was formed of consumers of hospital-
ity services in general (hotel guests) to guarantee that the individuals
interviewed had sufficient knowledge of hospitality services and were
used to make decisions on hotel booking, so that they could take into
account (or not) the fact that a hotel is environmentally certified. To
design the research sample, a nonprobability sampling procedure
was chosen. A convenience sample was used, as the researchers did
not have access to a census of hotel guests in Spain. To ensure a
greater representation of the data, a multistage sampling by quotas
was made by characterizing the population according to two criteria
relevant to the investigation: the gender and the age of the respon-
dents (National Statistics Institute, 2016). Table 1 displays the profile
of the respondents.
In the first stage, data were tabulated and revised using software
IBM SPSS 21. The authors cleaned the database thoroughly, checking
for missing values and outliers. After eliminating invalid question-
naires, 502 surveys were obtained. Once the basic statistical proper-
ties of the data were tested, a covariance based structural equations
model approach was used to test the research model.
MARTÍNEZ ET AL.1386
4 | RESULTS
To test the research hypotheses, statistical analyses were conducted
using the structural equation modeling methodology, with the program
EQUATIONS 6.1 for Windows. First, the psychometric properties of the
measurement scales (reliability and validity) were tested using confirma-
tory factor analysis. Next, the structural or causal model was estimated.
Regarding the confirmatory factor analysis, the results obtained for
the goodness‐of‐fit indexes show a correct specification of the model.
In particular, there are three main classes of fit criteria: measures of
absolute fit, incremental fit, and parsimonious fit (Hair, Anderson,
Tatham, & Black, 2010). In this case, the statistics given by EQUATIONS
6.1, widely used in the structural equation modeling literature, were
used (Hair et al., 2010): Bentler‐Bonnet normed fit index (BBNFI),
Bentler‐Bonnet nonnormed fit index (BBNNFI), and root‐mean‐square
error of approximation (RMSEA) for the measurement of overall model
fit; IFI and CFI as measures of incremental fit; and normed χ2 for the
measurement of the parsimony of the model. The results (Table 2) con-
firm that the BBNFI, BBNNFI, incremental fit index (IFI), and compara-
tive fit index (CFI) statistics exceed the recommended minimum value
of 0.9. RMSEA is located below the maximum limit of 0.08, and normed
χ2 takes a value under the recommended value of 5.0 (Hair et al., 2010).
Reliability of the measurement scales was evaluated using the
Cronbach's alpha, composite reliability and average variance extracted
(AVE) coefficients (Bagozzi & Yi, 1988). The values of these statistics
are above the required minimum values of 0.7 and 0.5, respectively
(Hair et al., 2010), which supports the inner reliability of the constructs
proposed in the model (Table 2). The convergent validity of the scales
is also confirmed (Table 2), because all items are significant at a confi-
dence level of 95%, and their standardized coefficients are higher than
0.5 (Steenkamp & Van Trijp, 1991).
TABLE 2 Confirmatory factor analysis and discriminant validity tests
Factor Variable Standard Coeff. R2 Cro
Behavioral intentions INT1 0.82 0.67 INT2 0.75 0.56 INT3 0.75 0.56
Functional corporate Image FCI1 0.80 0.63 FCI2 0.73 0.54 FCI3 0.58 0.34
Emotional corporate image ECI1 0.68 0.46 ECI2 0.78 0.61 ECI3 0.78 0.61
Green image GIM1 0.82 0.67 GIM2 0.92 0.84 GIM3 0.82 0.67
Behavioral Intentions Functional C
Behavioral intentions 0.60a
Functional corporate image 0.49b
Emotional corporate image 0.53b
Green image 0.18b
aAVE coefficient. bSquared correlation between pairs of latent variables.
Discriminant validity of measurement scales is tested following the
procedure proposed by Fornell and Larcker (1981), which is based on
a comparison of the variance extracted for each pair of constructs
(AVE coefficient) and the squared correlation estimate between these
two constructs. If the variances extracted are greater than the squared
correlation, this is evidence of discriminant validity. Only one pair of
constructs did not pass the test (emotional corporate image–
functional corporate image), although the difference between the
AVE coefficient and the squared correlations in this case was very
small (Table 2). Given the results obtained, there is reasonable support
for the discriminant validity of the scales used in this research.
The causal model was estimated by using the robust maximum
likelihood estimation procedure. H1 is supported (β = 0.68*) as green
image has a significant effect on functional corporate image. H2 and
H3 are not supported. Therefore, no significant direct effects of green
image on emotional hotel image and customer behavioral intentions
were found. H4 and H5 expect that functional and emotional images
have a direct effect on customer behavioral intentions. H4
(β = 0.33*) and H5 (β = 0.50*) are supported. H6 predicts that func-
tional image has a positive effect on emotional image. H6 is supported
(β = 0.72*). Moreover, the R2 statistics take values greater than 0.40
for all the dependent variables, thus supporting the explanatory power
of the proposed causal model (Figure 1).
5 | DISCUSSION
5.1 | Theoretical implications
There are several theoretical contributions of this research to the
tourism and hospitality academic literature. First, it provides new
nbach's α Composite reliability AVE Goodness of fit indices
0.82 0.82 0.60 BBNFI = 0.93
0.79 0.75 0.50 BBNNFI = 0.92 RMSEA = 0.08
0.79 0.79 0.56 IFI = 0.94 CFI = 0.94
0.89 0.89 0.73 Normed χ2 = 4.21
orporate Image Emotional Corporate Image Green Image
0.50a
0.52b 0.56a
0.48b 0.26b 0.73a
MARTÍNEZ ET AL. 1387
FIGURE 1 Structural model estimation. ** Standardized coefficient and p value < 0.05
evidence to support the mechanism through which the green image of
hotel companies influences customer behavioral intentions. Specially,
the perceptions of hotels that are linked to environmental concerns
influence cognitive and affective responses of customers. In turn,
these positive perceptions determine customer behavioral intentions.
In this sense, the specific (cognitive) beliefs of consumers about envi-
ronmental issues (green image) are the determinants for the functional
corporate image, which corresponds to the cognitive expression of
customer attitude. In turn, the emotional image corresponds to the
affective expression of customer attitude. Therefore, both dimensions
of image have an influence on customer intentions towards environ-
mentally certified hotels.
Second, this study demonstrated that corporate image becomes a
powerful tool for developing favorable pro‐environmental behaviors.
This finding corroborates previous studies in the hospitality
sector that show that a company's image plays a crucial role at the
time of developing customer responses based on ecofriendly
initiatives (Gao et al., 2016; Lee et al., 2010; Yadav et al., 2016).
Additionally, the notion of green image emphasized in this study
facilitates an improvement in customers' perceptions regarding envi-
ronmentally certified hotel attributes that serve to develop favorable
customer responses.
Third, this research proves that green image serves as a predictor
of functional image which in turn is linked to customer behavioral
intentions. This shows that the evaluation of environmental issues
influences the assessment of cognitive aspects, although not the
(direct) evaluation of affective aspects. Consequently, green image
associations directly influence the cognitive responses of consumers
(e.g., thoughts and beliefs) but not their emotions. Therefore, con-
sumers will evaluate a hotel's functional image not only by considering
traditional attributes (e.g., price, quality, or location) but also by taking
into account environmental issues (e.g., recycling programs, pollution
prevention, or energy and water efficiency). This finding suggests that
hotel companies need to develop products and services possessing
both greenness and high‐value attributes. These findings are consis-
tent with previous studies that explored the influence of environmen-
tal issues on a company's image (Jeong et al., 2014; Martínez, 2015;
Martínez et al., 2018) and the effect of cognitive attributes on this
intangible asset (Kim & Perdue, 2013; Lee et al., 2010). Nevertheless,
our research was distinctive in that it considers separately the effects
of green, functional, and emotional images on encouraging customer
behavioral intentions taking into consideration the environmental
psychology and consumer behavior research streams.
Fourth, our results do not confirm a direct effect of green image on
emotional image. However, it is demonstrated that this influence is
mediated by the assessment of cognitive aspects. In this sense, the
assessment of environmental issues will influence customers' feelings
and emotional responses towards the company once customers have
processed information on these attributes.
Fifth, at the time of developing favorable customer responses both
the functional and emotional image of a hotel have a significant effect
on customer behavior. Therefore, customers' feelings and their emo-
tional responses are of equal importance that cognition in determining
their behavior, as hotel guests are increasingly aware of environmental
problems. These results support previous research such as the studies
of Martínez et al. (2018), Khoo‐Lattimore and Prayag (2016), Tu et al.
(2013), and Richard and Zhang (2012). According to the aforemen-
tioned authors, corporate image is a strategic factor appropriate to
create not only a global assessment of a company but also to arouse
affective favorable associations and emotional perceptions of prod-
ucts and services performance, thus building favorable customer
responses. With regard to this, this study proves that hotels'
functional image affects their emotional image, which supports extant
research (Lee et al., 2010). Our findings support the notion that
MARTÍNEZ ET AL.1388
customers' knowledge and beliefs about environmental practices
affects their feelings about the firm, highlighting the relevance of
green issues in the accommodation industry and the need for hotel
companies to implement environmental certifications as a key
strategic tool to prove their commitment and give credibility about
environmental performance.
To conclude, the influence of green image on customer behavioral
intentions was found to be nonsignificant. The fact of positively per-
ceiving a hotel's green image is a clear motivation for consumers to
make a positive evaluation of environmentally certified hotels in terms
of cognitive attributes, but it does not necessarily determine their pur-
chase decisions. The reason for this result may be that some hospital-
ity companies do not effectively communicate ecofriendly initiatives
to customers, which may be preventing this collective from engaging
actively in pro‐environmental behaviors. Another explanation may
come from the notion of “selfish altruism” (Miller, 2003). This author
considers that green customer intentions depend on the evaluation
regarding the perceived potential beneficiaries of eco‐friendly
products/services. In this sense, it is most likely that consumers
purchase green products/services that are beneficial to them as well
as to the planet (instead of those that exclusively benefit the planet).
This implies that hotel guests tend to engage more in a specific pro‐
environmental behavior when they believe that this conduct provide
a direct benefit to them.
5.2 | Practical implications
These findings have important managerial implications for hospitality
companies. First, managers should design strategies to raise the per-
ception of green‐related features of environmentally certified hotels.
With individuals becoming increasingly aware of environmental issues,
environmental schemes, together with traditional factors such as ser-
vice quality, price, or location, can become part of a hotels' image.
Our results support the effectiveness of implementing environmental
certifications. Several international organizations offer third‐party
environmental certification, such as the Green Building Council, which
offers an initiative called Leadership in Energy and Environmental
design, which certifies resource‐efficient constructions. Other initia-
tives such as the ISO 14001 or the ECO‐Management and Audit
Scheme help hotel companies to evaluate, manage, and improve their
environmental performance.
Second, the hospitality industry ought to communicate in an
efficient manner the objectives of environmental certifications to
make customers recognize the importance and value of operating
environmentally certified hotels to reduce ecological degradation and
trigger favorable customer responses. A clear explanation of the main
advantages and benefits of implementing these schemes, together
with a description of the main achievement obtained after their
implementation, might help hoteliers to enhance the perceptions of
environmentally certified hotels. For instance, Hilton Worldwide (and
its portfolio of 10 hotel brands with more than 4,200 properties in
93 countries) has earned the ISO 14001 certification for
environmental management system. After obtaining this scheme,
some of the most remarkable environmental achievements have been
a reduction of carbon output by 20.9%, energy use by 14.5%, water
usage by 14.1%, and waste output by 27.6%.
Third, as perceived corporate image might be strongly affected
by communication strategies, managers should work to develop a
green positioning strategy. This strategy ought to be based on
both cognitive and affective aspects of corporate image. Therefore,
practitioners should communicate not only the functional but also
the emotional benefits of environmentally certified hotels. Therefore,
hospitality managers ought to build functional associations by pro-
viding information on strong and concrete environmental product
and service attributes (e.g., reporting the characteristics and benefits
of eco‐friendly product and services) emphasizing the relevant envi-
ronmental advantages of environmentally certified hotels over tradi-
tional hotels, such as the use of high‐efficiency air conditioning, low‐
flow toilets, or solid‐waste reduction programs. Nevertheless, and as
our results suggest, the success of a green positioning strategy that
exclusively concentrates on the functional image may be
limited. This strategy should be also based on affective aspects
to satisfy emotional needs and build a relationship with customers
by considering their environmental commitment and concerns.
Therefore, managers should also communicate emotional benefits,
such as the sense for their guests that the choice of staying at an
environmentally certified hotel contributes to saving the planet.
Hotels must emphasize these benefits from a green purchase
perspective, as well as the additional experience gained and the core
purchase attributes of service quality, price, or product/service
features.
By using multiple information channels in an integrated manner,
hospitality managers can effectively communicate a green positioning
strategy and provide value for customers demonstrating that environ-
mentally certified hotels can protect and improve the environment.
Possible channels through which managers may do this include media
advertising, speeches, reports, press releases, web pages, announce-
ments, newsletters, articles, and corporate social responsibility
reports. In addition, social media channels, notably, Facebook, Twitter,
and YouTube are increasingly popular.
5.3 | Limitations and future lines of research
The results of this research are most applicable in the Spanish hotel
context. Further studies could be performed in other countries with
a greater sensitivity towards green aspects or other hospitality sectors
(e.g., restaurants) for further comparison. In this sense, because this
study focuses on a particular sector (hotels), the results in other lodg-
ing contexts may be different. Therefore, future studies should inves-
tigate the proposed research hypotheses in other accommodation
contexts (e.g., resorts, motels, or bed & breakfasts) to validate the
current model. Third, this research examines general customers'
intentions towards environmentally certified hotels. However, differ-
ent segments of guests may have different decision‐making processes.
MARTÍNEZ ET AL. 1389
For instance, hotel guests in the economy segment may not have
similar behaviors as guests in the luxury segment. Consequently,
future studies could explore the formation of behavioral intentions
in diverse types of environmentally certified hotels.
ORCID
Patricia Martínez https://orcid.org/0000-0002-9527-0307
Ángel Herrero https://orcid.org/0000-0001-8103-9174
Raquel Gómez‐López https://orcid.org/0000-0002-2423-9011
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Identificator Item
Green image Adapted from Jeong et al. (2014)
GIM1 I think that environmentally certif
GIM2 I believe that environmentally cer
GIM3 I think that environmentally certif
the environment and consumer
Functional image Adapted from Martínez et al. (200
FIM1 Services offered by environmenta
FIM2 Services offered by environmenta
FIM3 Services offered by environmenta
Emotional image Adapted from Martínez et al. (200
EIM1 Environmentally certified hotels tr
EIM2 The hiring of services with enviro
EIM3 I have a picture of the kind of peo
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How to cite this article: Martínez P, Herrero Á, Gómez‐López
R. Corporate images and customer behavioral intentions in an
environmentally certified context: Promoting environmental
sustainability in the hospitality industry. Corp Soc Resp Env
Ma. 2019;26:1382–1391. https://doi.org/10.1002/csr.1754
APPENDIX
ied hotels are responsible regarding environmental issues
tified hotels are concerned about environmental conservation
ied hotels not only care about generating profits but also about
s
4)
lly certified hotels are of high quality
lly certified hotels have better features that those of competitors
lly certified hotels are usually more expensive than those of competitors
4)
ansmit a personality that differentiate itself from competitors
nmentally certified hotels say something about the kind of person you are
ple who contract with environmentally certified hotels
(Continued)
Identificator Item
Behavioral intentions Adapted from Gao et al. (2016)
INT1 I intend to stay in an environmentally certified hotel
INT2 I often recommend environmentally certified hotels
INT3 It is acceptable to pay more to stay in an environmentally certified hotel
MARTÍNEZ ET AL. 1391