Decoding travellers’ willingness to pay more for green travel products: closing the intention–behaviour gap

Gomaa Agag*, Abraham Brown, Ahmed Hassanein*, Ahmed Shaalan*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

Abstract

In the complex context of green consumption, researchers have examined the impact of many variables on pro-environmental behaviours, but have paid little attention to the effects of specific combinations of factors. This study fills this gap, using innovative methods to show how a combination of demographic variables, values, normative influence, personality traits and beliefs can stimulate travellers’ willingness to pay more (WLP), using one qualitative and two quantitative studies. In a strong methodological contribution, we develop a model based on complexity theory, which was validated using fuzzy-set qualitative comparative analysis (fsQCA) of 642 travellers. The results indicate that our integrated model has a favourable level of predictive power for travellers’ behaviour. Our findings suggest that no single factor is sufficient to drive travellers’ willingness to pay more, but the results of the fsQCA in four configurations propose eight causal recipes for achieving high WLP. Alongside its significant methodological contribution, our study makes strong theoretical and practical contributions, including how managers can target their green travel products more effectively.

Original languageEnglish
Pages (from-to)1551-1575
Number of pages25
JournalJournal of Sustainable Tourism
Early online date29 Mar 2020
DOIs
Publication statusPublished - 2 Oct 2020
Externally publishedYes

Fingerprint

Dive into the research topics of 'Decoding travellers’ willingness to pay more for green travel products: closing the intention–behaviour gap'. Together they form a unique fingerprint.

Cite this