Flattery will get you somewhere, sometimes? The effect of flattery and hotel segments on a hotel guests' green behavior

Abstract

AbstractConsidering the importance of the hotel guests' behavioral support for the hotels' green corporate social responsibility (CSR), this research examined the persuasive power of flattery in promoting guests' green behaviors. Study 1 revealed that a flattery message significantly increased the hotel guests' towel reuse intentions during their stay and this effect was mediated by their perceptions of the hotel's CSR motives. Study 2 further showed that a feeling of guilt served as another key mediator in the relationship between a flattery message and the guests' responses (i.e., perceived CSR motives, hotel image, attitudes toward a hotel, towel reuse intentions), which was moderated by hotel segment (economy vs. mid‐priced vs. luxury). This research provides meaningful insights into the understanding of the consumers' pro‐environmental decisions in the service consumption context and explains the underlying cognitive process. Moreover, this research offers an empirical message strategy by hotel segments to effectively promote the hotel guests' green behavior and achieve successful marketing outcomes.