Influencing Hotel Patrons to Use Reef-Safe Sunscreen

Christine Bergman, Rochelle Good and Andrew Moreo
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Christine Bergman: Food & Beverage and Event Management Department, University of Nevada, Las Vegas, NV 89154, USA
Rochelle Good: William F. Harrah College of Hospitality, University of Nevada, Las Vegas, NV 89154, USA
Andrew Moreo: Chaplin School of Hospitality Management, Florida International University, North Miami, FL 33199, USA

Tourism and Hospitality, 2022, vol. 3, issue 3, 1-22

Abstract: The health of Hawaiian coral reefs is threatened by sunscreen ingredients (e.g., oxybenzone). This study sought to determine factors leading to the pro-environmental behavior of using reef-safe sunscreen (RSS) and identify practices hoteliers could implement to influence patrons to engage in this behavior. The study applied a framework to model pro-environmental behavior in the hospitality industry. It proposed that attitudes, personal capabilities, and habits are causal variables that influence pro-environmental intention, the predictor of pro-environmental behavior. Contextual factors were proposed as moderating variables for the relationship between pro-environmental intention and pro-environmental behavior. Past Hawaiian hotel patrons ( n = 400) were the subjects for this survey. Intention to use RSS and the factors that influenced intention were investigated. Responses were analyzed using multiple linear regression and ANOVA. Results suggested that hotel patrons’ intention to use RSS was primarily influenced by three determinants: attitudes, personal capabilities, and contextual factors. Targeting the development of personal capabilities and employing contextual factors that facilitate the behavior were shown as effective methods to influence RSS use. Findings supported educational campaigns and complimentary RSS programs as practices that Hawaii hotel operators could use to influence patrons’ intention to use RSS.

Keywords: coral reefs; sunscreen; sustainability; pro-environmental; Hawaii; hotel (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2022
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