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: [email protected]

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