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Corporate social and environmental responsibility in services: Will consumers pay for it?
Institution:1. Daniels College of Business, 337 Joy Burns Center, 2044 E. Evans Avenue, University of Denver, Denver, CO 80208, USA;2. David Nazarian College of Business and Economics, California State University, Northridge, CA 91330-8245, USA;3. School of Business, University at Albany, State University of New York, 1400 Washington Avenue, Albany, NY 12222, USA;4. School of Hotel, Restaurant & Tourism Management, University of South Carolina, Columbia, SC 29208, USA;1. University of Macedonia, Thessaloniki, Greece;2. Ghana Institute of Management and Public Administration (GIMPA) Business School, Ghana;3. University of East London, United Kingdom;4. Napier University, United Kingdom;1. Kong-Ju National University, 1 Daehoe-Ri, Yesan-kun, Chungnam 340-720, South Korea;2. Department of Business Administration, Korea University, Sejong Campus, 2511, Sejong-Ro, Sejong City 339-700, South Korea;1. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong;2. School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA;3. School of Business, Sun Yat-Sen University, Guangzhou, China
Abstract:Two studies investigate consumer awareness of and response toward socially and environmentally responsible practices in the hospitality industry. Results suggest that consumers exhibit more positive response toward establishments exhibiting higher levels of social responsibility, although many are uninformed of the extent to which the organizations they patronize engage in such practices. Most consumers are willing to incur a modest price increase while patronizing an organization that behaves in an environmentally and socially responsible fashion, but that willingness declines dramatically as the price premium escalates. Consumers with high involvement in and positive attitudes toward corporate social responsibility practices are most willing to pay a premium.
Keywords:Social and environmental responsibility  Green practices  Hospitality  Services  Willingness-to-pay
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