Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
34
CONSUMERS’ ENVIRONMENTAL CONCERN IN THE LODGING INDUSTRY: A COMPARATIVE 
STUDY BETWEEN GREECE AND THE UNITED STATES 
 
Gunae Choi
The Ohio State University 
Columbus OH, USA 
H.G.Parsa 
The Ohio State University 
Columbus OH, USA 
 
and 
Marianna Sigala 
University of the Aegean
Chios, Greece
ABSTRACT 
Using data collected in Greece and the U.S., this study examines customers’ attitude and behavior 
intentions on hotels’ environmentally responsible practices (ERP) and the impact of these on willingness to pay 
(WTP) for ERP measured by organizational ERP, operational ERP, and external ERP. The results indicate that (1) 
consumers in both countries were more likely to patronize a hotel that provides ERP and also WTP more for the 
hotel, and (2) consumers in Greece have higher environmental concern and higher WTP than consumers in the U.S., 
confirming that differences in culture and social structure affect consumers’ green orientation and WTP. 
Key Words: 
customers’ attitude, behavior intentions, hotels, environmentally responsible practices, willingness to 
pay.