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Annual Conference 2019

du 28 au 31 March 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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7.1d The Message Strategy for Green Corporate Social Responsibility Communication: Flattery Effects on a Hotel's Green CSR Message

dimanche 31 mars 2019 à 08:30–10:00 CDT
1-Normandy A
Abstract

Considering a unique characteristic of a hotel’s green corporate social responsibility (CSR) practice that hotels need guests’ behavioral support such as recycling or reusing towels, it is critical for them to develop a strong persuasive CSR message. On the foundation of self-enhancement theory, this study investigated if flattery, a well-applied strategy in the sales context, could be a powerful persuasive tool to facilitate guests’ green behaviors at a hotel. Results showed that people who read a flattery green message showed significantly higher intentions to reuse towels while staying at a hotel and perceived a hotel’s CSR motive as public-serving compared to those who received a message without flattery. Also, a significant mediating effect of a perceived CSR motive on the relationship between a flattery message and intentions to reuse towel was found. This study advances CSR communication and consumer research in the hospitality field and also, provides an empirical message strategy for practitioners to maximize the success of their green CSR activities.

First & Corresponding Author

Eun Yeon Kang, Kutztown University of Pennsylvania
Authors in the order to be printed.

Eun Yeon Kang, Kutztown University of Pennsylvania; Lucy Atkinson, University of Texas

Additional Authors

Lucy Atkinson, University of Texas
Chargement en cours …