The purpose of this study is to examine the associations between consumers’ value (i.e., environmental concern, value consciousness) and motives (i.e., utilitarian, hedonic, and social) and consumer engagement in sustainable practices within a hotel setting. Findings revealed that consumers’ environmental value was positively related to 3R engagement (Reuse, Recycle, Reduce). Contrary to our expectation, consumers with a higher value consciousness were more likely to engage in 3R sustainable behaviors in the hotel setting. Utilitarian (e.g., concerned about just what I want with hotels) and social (e.g., consider a symbol of social status) motives for hotel choice were not significantly associated with 3R sustainable engagement. However, consumers with a stronger hedonic motive (e.g., a hotel is something I do to feel better) were less likely to engage in 3R practices. The results suggest consumers may experience a conflict between their environmental motives and hedonic motives to engage in sustainable behaviors. These findings provide implications for promoting sustainable consumer participation in a hotel environment.

Accepted Poster Presentation