Strategies of promoting sustainable alternative to rice in Bangladesh: investigating factors influencing willingness to pay more for cassava among green hotel visitors

Purpose The main purpose of this study is to identify factors that can influence green hotel visitors’ willingness to pay more for cassava as an alternative to rice for promoting cassava as a sustainable source of energy food supply. Design/methodology/approach This study identifies factors that can influence green hotel visitors’ willingness to pay more for cassava by reviewing relevant literature and focus group discussion (FGD) with experts’ opinions. Subsequently, a survey is conducted through structured interview schedules and collects 394 usable responses which are further analyzed by Partial least squares structural equation modeling (PLS-SEM) technique, using Smart PLS3.3.3. Findings The findings of this study reveal that perceived food security, perceived nutritional value, environmental norms (EN) and sustainability concerns have significant effects on willingness to pay more for cassava. Additionally, this study has identified that sustainability concerns moderate on the strength of relationships between perceived food security, perceived nutritional value, EN and willingness to pay more for cassava among green hotel visitors in Bangladesh. Research limitations/implications The findings of this study indicate that green hotel visitors who are more conscious about food security, food nutrition, environment and over all sustainability, they are more willing to pay more for cassava; thus, green hotel industry should improve visitors’ consciousness about the sound health, sustainable food supply and environmental sustainability by tailoring programs in their hotels’ yards. This will increase green hotel visitors’ cassava consumption willingness. Originality/value This study is a one of the first empirical research studies that uniquely identifies factors influencing willingness to pay more for cassava among green hotel visitors for developing strategies to promote cassava as a sustainable source of energy food supply in Bangladesh.