Stammdaten

Is “greenhushing” indeed desired by hotel guests? The relationship between corporate (CSR) communication and hotel guests’ intentions to behave unethically in the context of holiday behavior and their attitudes towards CSR communication
Untertitel:
Kurzfassung:

Corporate social responsibility (CSR) communication is generally regarded as good and necessary to inform stakeholders of a company’s CSR deeds. However, research has recently uncovered the practice of “greenhushing” within the context of the hospitality industry (Coles, Warren, Borden, & Dinan, 2017; Font, Elgammal, & Lamond, 2017). Greenhushing means that companies de-emphasize green credentials and CSR activities. Going on holidays is an indulgent act that might result from people feeling they have earned some luxury, including behaving lavishly in terms of resource consumption and responsible behavior. Thus, curtailing this indulgent, irresponsible guest behavior without compromising a guest’s holiday experience is a key challenge for hotels. This paper explores whether the assumption that customers do not want to hear about CSR communication while on holiday is true from the customers’ side and what type of communication achieves to curtail unethical behavioral intentions. Based on 594 usable responses from an online survey, we undertake a moderation analysis with a multi-categorical antecedent variable (different communication stimuli), pro-environmental identity as a moderator and behavioral intentions for “unethical” behavior as a dependent variable using PROCESS 3.0 for SPSS (Hayes, 2018). The results provide partial support for our theoretical predictions.

Schlagworte:
Publikationstyp: Abstract (Autorenschaft)
Art der Veröffentlichung Online Publikation
Erschienen in: Global Marketing Conference Proceedings
Global Marketing Conference Proceedings
zur Publikation
 ( Global Marketing Conference ; )
Erscheinungdatum: 07.2018
Titel der Serie: -
Bandnummer: -
Heftnummer: -
Erstveröffentlichung: Ja
Version: -
Seite: S. 688

Identifikatoren

ISBN: -
ISSN: -
DOI: http://dx.doi.org/10.15444/GMC2018.06.02.05
AC-Nummer: -
Homepage: http://gmcproceedings.net/html/sub3_01.html?code=351217
Open Access
  • Online verfügbar (Open Access)

Zuordnung

Organisation Adresse
Fakultät für Wirtschaftswissenschaften
 
Institut für Unternehmensführung
 
Abteilung für Marketing und Internationales Management
Universitätsstrasse 65-67
9020  Klagenfurt
Österreich
  -994004
   manuela.pirker@aau.at
zur Organisation
Universitätsstrasse 65-67
AT - 9020  Klagenfurt

Kategorisierung

Sachgebiete
  • 502019 - Marketing
  • 502040 - Tourismusforschung
Forschungscluster
  • Humans in the Digital Age
Peer Reviewed
  • Ja
Publikationsfokus
  • Science to Science (Qualitätsindikator: I)
Klassifikationsraster der zugeordneten Organisationseinheiten:
Arbeitsgruppen Keine Arbeitsgruppe ausgewählt

Kooperationen

Organisation Adresse
King's College London
Großbrit. u. Nordirland
GB  

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