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The Role of Extraversion and Agreeableness Traits on Gen Y’s Attitudes and Willingness to Pay for Green Hotels
Candy Mei Fung Tang1; Desmond Lam2
2017-01-09
Source PublicationInternational Journal of Contemporary Hospitality Management
ISSN0959-6119
Volume29Issue:1Pages:607-623
Abstract

Purpose - This paper aims to examine the role of extraversion and agreeableness personality traits on Generation Y (Gen Y) consumers’ attitudes toward and willingness to pay for green hotels. Gen Y is a large and influential generational group, with a significant interest in green issues. There has been a lack of research on the consumer decision-making process toward green hotels. Specifically, the impact of personality on green attitudes and behavioral intentions is rarely investigated.

Design/methodology/approach-A major survey consisting of 406 final respondents was conducted. The 29-item survey questionnaire comprises items for extraversion, agreeableness, attitudes toward green hotels and behavioral intention toward green hotels. Numerous statistical techniques, including structural equation modeling, were used to evaluate the data collected.

Findings-The results show that extraversion and agreeableness personality traits are positively associated with respondents’ attitudes toward green hotels. Stronger and more positive attitudes toward green hotels lead to greater willingness to pay for green hotels. Moreover, attitudes toward green hotels mediate the relationship between the two personality traits and willingness to pay. These findings of Gen Y subsegments can be useful to hotel managers in identifying who are more likely to stay in and pay for environmentally friendly hotels.

Originality/value-Gen Ys are an influential consumer age group in the service industry, and their general attitudes toward “green” products are important to modern hoteliers. However, few researchers have examined Gen Ys’ attitudes and behavioral intentions toward green issues. No research has examined the role of personality traits on consumers’ perceptions of green hotels. The present study found that the extraversion and agreeableness traits of Gen Y individuals are linked to their attitudes toward and willingness to pay for green hotels.

KeywordPersonality Generation y Agreeableness Willingness To Pay Extraversion Green Attitudes
DOIhttps://doi.org/10.1108/IJCHM-02-2016-0048
Indexed BySSCI
Language英语
WOS Research AreaSocial Sciences - Other Topics ; Business & Economics
WOS SubjectHospitality, Leisure, Sport & Tourism ; Management
WOS IDWOS:000396834900026
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Citation statistics
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Faculty of Business Administration
Corresponding AuthorCandy Mei Fung Tang
Affiliation1.Faculty of Business Administration, University of Macau, Macao
2.Faculty of Business Administration, University of Macau, Taipa, Macao
First Author AffilicationFaculty of Business Administration
Corresponding Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Candy Mei Fung Tang,Desmond Lam. The Role of Extraversion and Agreeableness Traits on Gen Y’s Attitudes and Willingness to Pay for Green Hotels[J]. International Journal of Contemporary Hospitality Management,2017,29(1):607-623.
APA Candy Mei Fung Tang,&Desmond Lam.(2017).The Role of Extraversion and Agreeableness Traits on Gen Y’s Attitudes and Willingness to Pay for Green Hotels.International Journal of Contemporary Hospitality Management,29(1),607-623.
MLA Candy Mei Fung Tang,et al."The Role of Extraversion and Agreeableness Traits on Gen Y’s Attitudes and Willingness to Pay for Green Hotels".International Journal of Contemporary Hospitality Management 29.1(2017):607-623.
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