Kazeminia, A, Hultman, M and Mostaghel, R (2016) Why pay more for sustainable services? The case of ecotourism. Journal of Business Research, 69 (11). pp. 4992-4997. ISSN 0148-2963
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016, Elsevier Inc. All rights reserved. This is an author produced version of a paper published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Ecotourism; Willingness to pay premium; Affective attitude; Materialism; Environmental beliefs |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 23 Jan 2017 16:48 |
Last Modified: | 05 Nov 2017 02:09 |
Published Version: | https://doi.org/10.1016/j.jbusres.2016.04.069 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.jbusres.2016.04.069 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:111041 |