The Impacts of Fear and Uncertainty of COVID-19 on Environmental Concerns, Brand Trust, and Behavioral Intentions toward Green Hotels

The Impacts of Fear and Uncertainty of COVID-19 on Environmental Concerns, Brand Trust, and Behavioral Intentions toward Green Hotels

Yufan Jian, Irina Y. Yu, Morgan X. Yang, Kevin J. Zeng

This study aimed to investigate the impacts of COVID-19 on the hospitality industry. We examined the interplay between consumers’ fear and uncertainty of COVID-19, their trust in green hotel brands, and their behavioral intentions in relation to staying at green hotels. Analysis of 613 completed responses to a survey instrument revealed that fear and uncertainty of COVID-19 have increased consumers’ environmental concerns and green hotel brand trust, which in turn have promoted their willingness to pay more and willingness to make sacrifices to stay at green hotels. The paper contributes to research on green consumption behavior in the hotel industry during the COVID-19 pandemic.

2020

covid-19, environmental concerns, green hotel consumption

10.3390/su12208688

Biotemas

Universidade Federal de Santa Catarina

Environmental effects of industries and plants, Renewable energy sources, Environmental sciences