Why Do Consumers Hesitate to Choose Green Hotels? The Role of Psychology of Ambivalence

Many consumers may endorse environmental conservation, but, in reality, they may not truly practice it when making reservations at hotels. This observed inconsistency (or contradiction) could be explained by consumers’ ambivalent attitude towards green hotels. The current study examines the impact of ambivalent attitudes on consumers’ willingness to patronize green hotels. Study 1 examines the effects of environmental involvement and the need for cognition on ambivalent attitudes toward green hotels. Study 2, employing a 2 × 2 between-subjects experimental design, explores the moderating roles of argument quality and source credibility in the relationship between ambivalence and behavioral intentions. The results indicat that a high level of consumer involvement in environmental issues and the desire to engage in demand cognition could reduce ambivalent attitudes towards green hotels, thereby promoting patronage and participation in green practices. Source credibility leads to a significant influence on the association between ambivalent attitudes and behavioral intentions.