Food Sustainability as a Strategic Value Driver in the Hotel Industry
Abstract
:1. Introduction
2. Literature Review and Research Hypothesis
2.1. Consumers’ Beliefs Toward Green Food
2.2. Consumers’ Purchase Attitudes Toward Green Food in the Hotel Industry
2.3. Consumers’ Behavioral Intentions Toward Green Food in Hotel Industry
3. Methodology
3.1. The Questionnaire
3.2. Data Collection and Sample Characteristics
4. Data Analysis and Results
4.1. Preliminary Data Analysis
4.2. The Analysis of Reliability, Convergent and Discriminant Validity
4.3. Results of the Measurement Model
- -
- H3a that hypothesizes the positive relation between HPAGF and willingness to pay (WTP) is supported by the presence of a positive coefficient of 0.69 and p-value < 0.001;
- -
- H3b that hypothesizes the relation between HPAGF and intention to visit (ITV) is supported by the presence of a positive coefficient of 0.80 and p-value < 0.001;
- -
- H3c that hypothesizes the relation between HPAGF and intention to give positive recommendations to others (WOM) is supported by the presence of a positive coefficient of 0.88 and p-value < 0.001.
5. Discussion and Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Construct | Items # | Key Areas | Scale Items (Item Loading) | Source |
---|---|---|---|---|
Consumers perceptions about green food attributes: | ||||
Consumer beliefs about green food attributes (CBGF) | FBE 1 | Environment | It is related to environmental protection (0.73) | [45,46,47] |
FBE 2 | Environment | It not breaks the balance of the nature (0.80) | ||
FBE 3 | Environment | It is produced with acceptance of ethical standard (0.72) | ||
FBH 1 | Health | It supports a healthy diet (0.74) | ||
FBH 2 | Health | It has no harmful ingredients (0.84) | ||
FBH 3 | Health | It has high safety standards (0.77) | ||
FBS | Sensory | It has a pleasant taste (0.61) | ||
FBP | Price | It has not a good value-for-money (0.41) | ||
General purchase attitudes toward green food (GPAGF) | GPAO 1 | Price | I do not mind paying higher prices for organic food (0.58) | [48,49] |
GPAO 2 | Health | It is important for me to buy natural products (0.81) | ||
GPAI 1 | Information | To me product information is of high importance. I need to know what the product contains (0.89) | ||
GPAI 2 | Information | I compare labels to select the food that I consider more beneficial to health (0.74) | ||
GPAL | Ethical concerns | I prefer to buy food produced in my country (0.44) | ||
When I consider buying a vacation in hotel, I consider important that: | ||||
Purchase attitudes toward a hotel that offers green food (HPAGF) | HPAB 1 | Brand | The food has brand as a trustful element for certifying food production methods (0.90) | [50,51,52] |
HPAB 2 | Brand | The food has brand as a trustful element for certifying environmentally friendly food (0.89) | ||
HPAH 1 | Health | The food contains natural ingredients (0.90) | ||
HPAH 2 | Health | The food contains no artificial ingredients (0.77) | ||
HPAH 3 | Health | The food is certified free of chemicals and hormone residues (0.89) | ||
HPAE 1 | Environment | The food is produced in a way that preserves its natural goodness (0.86) | ||
HPAE 2 | Environment | The food is produced in an environmentally friendly way (0.85) | ||
HPAE 4 | Environment | The food is produced in a way that has not shaken the balance of nature (0.79) | ||
HPAL | Local | The food is grown locally (0.46) | ||
HPAP | Price | The food served in the hotel has a good value-for-money (0.41) | ||
Willingness to pay (WTP) | WTP1 | I am willing to spend extra to stay in a hotel that offers green food (0.98) | [28,29,34,38,52] | |
WTP2 | It is acceptable to pay more for a hotel that offers green food (0.89) | |||
WTP3 | I am willing to pay more for a hotel that offers green food (0.91) | |||
Intention to visit (ITV) | ITV1 | I am willing to stay at a hotel that offers green food when I’m travelling (0.62) | ||
ITV2 | I plan to stay at a hotel that offers green food when I’m travelling (0.82) | |||
ITV3 | I will make an effort to stay at a hotel that offers green food when I’m travelling (0.82) | |||
Word of mouth (WOM) | WOM1 | If someone is looking for a hotel, I will suggest to him/her to stay in a hotel that offers green food (0.75) | ||
WOM2 | I will positively talk about an hotel that serves green food (0.40) | |||
WOM3 | I encourage my friends and relative to stay in a hotel that offers green food (0.72) |
Demographic | Count | (%) |
---|---|---|
Gender | ||
Female | 148 | 49.0 |
Male | 154 | 51.0 |
Age | ||
Born between 1946 and 1964 (Baby Boomers) | 82 | 27.2 |
Born between 1965 and 1980 (Gen X) | 165 | 54.6 |
Born between 1981 and 2000 (Gen Y) | 55 | 18.2 |
Study level | ||
Primary School | 17 | 5.6 |
High School | 145 | 48.0 |
University Degree | 114 | 37.7 |
Post-graduate professional degree | 21 | 7.0 |
Ph.D. | 5 | 1.7 |
Income | ||
<15,000 | 42 | 13.9 |
between 15,001 and 28,000 | 131 | 43.4 |
between 28.001 and 55,000 | 106 | 35.1 |
between 55,001 and 75,000 | 21 | 7.0 |
>75,001 | 2 | 0.7 |
Number of times stayed in hotels in the past 12 months | ||
None | 6 | 2.0 |
Once | 75 | 24.8 |
between 2 and 4 | 167 | 55.3 |
more than 4 | 54 | 17.9 |
Constructs | M | SD | CR | CA | AVE | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|---|---|---|---|---|
1. CBGF | 5.39 | 0.94 | 0.85 | 0.85 | 0.42 | 0.65 | |||||
2. GPAGF | 5.91 | 0.96 | 0.86 | 0.75 | 0.52 | 0.46 | 0.72 | ||||
3. HPAGF | 6.01 | 0.98 | 0.93 | 0.94 | 0.81 | 0.39 | 0.63 | 0.90 | |||
4. WTP | 4.64 | 1.56 | 0.93 | 0.93 | 0.82 | 0.31 | 0.39 | 0.38 | 0.91 | ||
5. ITV | 4.66 | 1.44 | 0.87 | 0.86 | 0.69 | 0.43 | 0.56 | 0.48 | 0.73 | 0.83 | |
6. WOM | 5.44 | 1.26 | 0.86 | 0.85 | 0.68 | 0.49 | 0.59 | 0.52 | 0.69 | 0.80 | 0.82 |
Hypothesis | Path | Estimate | Standard Error | z-Value | p-Value | Decision |
---|---|---|---|---|---|---|
H1 | GPAGF← CBGF | 0.54 | 0.07 | 7.95 | 0.000 | Supported |
H2 | HPAGF ← GPAGF | 0.74 | 0.07 | 10.59 | 0.000 | Supported |
H3a | WTP ← HPAGF | 0.69 | 0.10 | 7.06 | 0.000 | Supported |
H3b | ITV ← HPAGF | 0.80 | 0.10 | 8.25 | 0.000 | Supported |
H3c | WOM ← HPAGF | 0.88 | 0.09 | 9.57 | 0.000 | Supported |
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Cozzio, C.; Bullini Orlandi, L.; Zardini, A. Food Sustainability as a Strategic Value Driver in the Hotel Industry. Sustainability 2018, 10, 3404. https://doi.org/10.3390/su10103404
Cozzio C, Bullini Orlandi L, Zardini A. Food Sustainability as a Strategic Value Driver in the Hotel Industry. Sustainability. 2018; 10(10):3404. https://doi.org/10.3390/su10103404
Chicago/Turabian StyleCozzio, Claudia, Ludovico Bullini Orlandi, and Alessandro Zardini. 2018. "Food Sustainability as a Strategic Value Driver in the Hotel Industry" Sustainability 10, no. 10: 3404. https://doi.org/10.3390/su10103404