#5057. Green message strategies and green brand image in a hotel context

July 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Marketing;
Tourism, Leisure and Hospitality Management;
Management Information Systems;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №5057.1 Contract №5057.2 Contract №5057.3 Contract №5057.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
This research investigates the effects of different green (environmental) message types on hotel customers’ green brand image perceptions and behavioral intentions. A 2 (green message abstractness: abstract vs. concrete) x 2 (green message framing: gain vs. loss) between-subject factorial experimental design was utilized for testing the main and interaction effects of message types on green brand image. A two–way analysis of variance (ANOVA) was performed to test whether brand image perceptions differed across the levels of green message abstractness and green message framing. PROCESS Model was employed to test the mediating effects of messages on behavioral intentions through green brand image. The findings demonstrated that green message abstractness had a significant main effect on green brand image. However, green message framing did not yield any significant results for the direct and indirect effects.
Keywords:
green brand image; Green message abstractness; green message framing; intention to reuse towel; revisit intention; WOM intention

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