Investigating ethical consumption in the hotel industry:

A qualitative research approach of perceptions regarding environmental and labour issues

Ioulia Partsali, PhD Candidate, Department of Organizations Management, Marketing and Tourism, International Hellenic University, P.O. Box 141, 57400, Thessaloniki, Greece. Email: ioulia290197@gmail.com, ORCHiD: 0009-0006-5546-1834

Antonia Delistavrou, Associate Professor, Department of Organizations Management, Marketing and Tourism, International Hellenic University, P.O. Box 141, 57400, Thessaloniki, Greece. Email: adelis@ihu.gr, ORCHiD: 0000-0001-6764-663X

Irene Tilikidou, Emeritus Professor, Department of Organizations Management, Marketing and Tourism, International Hellenic University, P.O. Box 141, 57400, Thessaloniki, Greece. Email:irene.tilikidou@gmail.com, ORCHiD:0000-0002-2764-4346 

Abstract

This paper presents part of a study that put under investigation the ethical consumption in hotel industry. Unlike existing literature, which primarily emphasises on consumers’ preferences towards green hotels, this study approaches consumers’ intentions influenced by environmental hotel practices simultaneously with the aspect of pro-labour issues, never investigated to date. It also examines both intentions to prefer green/ethical hotels, avoid hotels that are accused of environmental destruction and/or unfair labour conditions and share relevant information on social media against them. A qualitative research design was employed with the aim of better understanding the topic, discovering in-depth the factors influencing the adoption of ethical consumer behaviour and obtaining information from industry experts and academics. Data were collected through a discussion group, an elicitation study and a focus group. The discussion group was held with four consumers and three employees from the hotel industry. The elicitation study was conducted on 87 students during a session through a semi-structured questionnaire. The focus group was held with the participation of four hotel managers and a tourism marketing professor.

The discussion group mainly indicated that consumers expressed conditional willingness to adopt the three types of ethical consumption in the hotel industry, if price and location are convenient. Participants were found to be distrustful of green practices and certifications held by hotels. They expressed uncertainty about the actual implementation of the environmental regulations feeling suspicious that there might be tricks of “green-washing” in order to mislead visitors and charge outlandish prices. Despite their willingness to participate in a boycott campaign and spread negative comments through social media, doubts were expressed regarding the actual power of such activities. The lack of information on green and ethical hotel practices was emphasised. The students in the elicitation studies expressed greater concern for labour issues than for environmental protection. A clear sense of responsibility was revealed about both environmental destruction and the exploitation of workers. Subsequently, the formation of personal norms became apparent, again mainly towards the over-exploitation of workers but also in relation to environmental protection. Social influence, particularly from family and friends, emerged as an important driver of choosing a green/ethical hotel, while price was identified as the primary barrier and disadvantage. In the focus group, environmental protection practices and ways to promote effectively green certifications were made known by hotel managers, while advice on factors that can predict ethical consumer behaviour was given by the university professor.

After evaluating the insights from the qualitative research, aspects to be embedded in a future quantitative survey instrument were identified. A specific path was extracted to include variables, such as Distrust and Perceived Consumer Effectiveness. Practical and theoretical implications of this research are discussed. It might be argued that this study provides deeper insight into the unexplored so far topic of the overall area. Future research directions are also suggested.

Keywords: Green Hotels; Ethical Hotels; Boycotting; Discursive Activities; Qualitatitve Research