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Keywords: Utilitarian rewards
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Journal Articles
Journal of Hospitality and Tourism Insights 1–19.
Published: 30 March 2026
... that utilitarian rewards enhanced attendees’ green behavioral intentions, thereby establishing the mediating role of perceived green value. Study 3 confirmed the two-way interaction between reward types and message framing. Research limitations/implications This research leverages reinforcement and prospect...
Includes: Supplementary data
