The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers

Jeong-Eun Park and Eungoo Kang
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Jeong-Eun Park: Graduate School of Education, Kyung-Hee University, Seoul 02447, Korea
Eungoo Kang: Business and Technology, DBA, Saint Mary’s University of Minnesota, Minneapolis, MN 55404, USA

Sustainability, 2022, vol. 14, issue 7, 1-19

Abstract: The adoption and implementation of environmental marketing strategies is the hotel industry’s new approach to maintaining a competitive advantage and attracting more green consumers. Indeed, hotels with more sustainable practices and eco-friendly artwork generate more trust and make green consumers more loyal and satisfied. However, there is little prior research which has suggested the mediating role of green artwork between customers’ levels of green perception and their hotel satisfaction. For this reason, the current authors obtained a total of 659 responses from South Korean consumers and conducted the structural equation analysis (SEM) to identify the indirect effect explaining how green arts boosts green hotel consumers’ satisfaction. Our statistical findings offer vital insights regarding the relationship between customers’ green perceptions and their hotel satisfaction, with eco-friendly artwork in the hotel interior design as the mediating variable. Finally, the current study provides a detailed understanding of art infusion to urban hotels by highlighting the impact of art and its spillover effects on consumer satisfaction.

Keywords: eco-friendly artwork; environmental educated consumer; green awareness; green marketing strategy; hotel satisfaction (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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