Why pay more for sustainable services? The case of ecotourism

Azadeh Kazeminia, Magnus Hultman and Rana Mostaghel

Journal of Business Research, 2016, vol. 69, issue 11, 4992-4997

Abstract: This study draws on dual-processing theory and post-materialism assumptions to uncover the role of attitudinal and materialistic values in determining the degree to which consumers are willing to pay premium prices for sustainable tourism services. Findings from a large-scale survey of Swedish potential ecotourists reveal that, while attitude and environmental beliefs relate positively to willingness to pay premium (WTPP) for ecotourism, materialistic values exert a negative effect. In line with the theory of affect heuristics, study results further suggest that by giving rise to the intensity of feelings toward the offering, ecotourism interest alters the interplay of affective and evaluative antecedents, so that greater interest amplifies the influence of affective attitude and materialistic values on WTPP while simultaneously attenuating the effect of environmental beliefs.

Keywords: Ecotourism; Willingness to pay premium; Affective attitude; Materialism; Environmental beliefs (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:11:p:4992-4997

DOI: 10.1016/j.jbusres.2016.04.069

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