Food Sustainability as a Strategic Value Driver in the Hotel Industry

Claudia Cozzio, Ludovico Bullini Orlandi and Alessandro Zardini
Additional contact information
Claudia Cozzio: Department of Economics and Management, University of Padua, Via del Santo 33, 35123 Padua PD, Italy
Ludovico Bullini Orlandi: Department of Business Administration, University of Verona, Via Cantarane 24, 37129 Verona VR, Italy
Alessandro Zardini: Department of Business Administration, University of Verona, Via Cantarane 24, 37129 Verona VR, Italy

Sustainability, 2018, vol. 10, issue 10, 1-13

Abstract: This paper aims at exploring the impact of green food on consumers’ purchase attitudes toward a hotel stay and on consumers’ behavioral intentions (i.e., intention to visit the hotel, intention to offer positive recommendations to others and willingness to pay a premium price), focusing on an Italian perspective where the food is a worldwide famous cultural element. This research employed a survey sent out by email to a database of contacts provided by an Italian company that operates in tourism. Data collection was completed in four weeks and the initial dataset counted 3586 of target respondents. A total of 302 surveys were completed and the data were analyzed through structural equation modeling (SEM). Firstly, an exploratory factor analysis (EFA) was performed, followed by a confirmatory factor analysis (CFA) that leads to the estimation of the structural model. The results show that personal beliefs toward green food are positively associated with respondents’ purchase attitudes toward green food. Moreover, stronger purchase attitudes toward green food lead to more favorable purchase attitudes toward hotels that offer green food, further substantiating the investigation about whether or not consumers’ attitudes employ similar concerns on sustainability for their daily purchases as well as for vacation products and services. In turn, the latter purchase attitudes are positively associated with individual behavioral intentions toward hotels that offer green food.

Keywords: sustainable food; green food; sustainability in hotels; consumer beliefs; purchase attitudes; behavioral intentions; structural equation modelling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/10/10/3404/pdf (application/pdf)
https://www.mdpi.com/2071-1050/10/10/3404/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:10:y:2018:i:10:p:3404-:d:171789

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().