The Effect of Green Certificates on the Purchasing Decisions of Online Customers in Green Hotels: A Case Study from Saudi Arabia

Abdullah Isam Qubbaj (), Angel Peiró-Signes and Mohammad Najjar
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Abdullah Isam Qubbaj: Faculty of Business Administration and Management, Universitat Politécnica de Valencia, 46022 Valencia, Spain
Angel Peiró-Signes: Faculty of Business Administration and Management, Universitat Politécnica de Valencia, 46022 Valencia, Spain
Mohammad Najjar: Department of Business Administration, An-Najah National University, Nablus 009709, Palestine

Sustainability, 2023, vol. 15, issue 7, 1-15

Abstract: Customers are becoming more concerned about the use of green practices in the hotel industry. Managers are therefore starting to recognise the significance of green practices for clients’ purchasing decisions and levels of satisfaction. This study aims to investigate how customers’ decisions to book green hotels online and make purchases are impacted by green certificates. Two variables, namely the intentions to return and to pay a premium price, are used to measure customer satisfaction and purchasing behaviour towards green hotels. SmartPLS has been employed to analyse data gathered from 161 individuals from two hotels in Saudi Arabia. The results suggest that green certifications, environmental considerations, and green brand perception have a significant impact on online customers’ satisfaction and purchase choices in the hotel sector. This paper provides a comprehensive framework that illustrates the connection between hotels’ aspirations towards environmental concerns and customers’ willingness to revisit and pay a premium price.

Keywords: green certificates; green hotels; sustainability; hospitality; tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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