... behavior Felt obligation Altruism Green hotels Sustainable hospitality service Consumers increasingly expect service organizations to demonstrate environmental responsibility, and many evaluate service experiences not only on functional performance but also on how well they align with personal...

... (2010) argue that green hotel marketing practices may be “more red than black” because guests still want to pay conventional room prices for green hotel rooms. Even more troubling are findings that show that a hotel’s green initiatives are insignificant, compared with its image, when predicting guest...