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Food Sustainability as a Strategic Value Driver in the Hotel Industry

doi: 10.3390/su10103404
handle: 11562/985926 , 11585/843555 , 11571/1506684
This paper aims at exploring the impact of green food on consumers’ purchase attitudes toward a hotel stay and on consumers’ behavioral intentions (i.e., intention to visit the hotel, intention to offer positive recommendations to others and willingness to pay a premium price), focusing on an Italian perspective where the food is a worldwide famous cultural element. This research employed a survey sent out by email to a database of contacts provided by an Italian company that operates in tourism. Data collection was completed in four weeks and the initial dataset counted 3586 of target respondents. A total of 302 surveys were completed and the data were analyzed through structural equation modeling (SEM). Firstly, an exploratory factor analysis (EFA) was performed, followed by a confirmatory factor analysis (CFA) that leads to the estimation of the structural model. The results show that personal beliefs toward green food are positively associated with respondents’ purchase attitudes toward green food. Moreover, stronger purchase attitudes toward green food lead to more favorable purchase attitudes toward hotels that offer green food, further substantiating the investigation about whether or not consumers’ attitudes employ similar concerns on sustainability for their daily purchases as well as for vacation products and services. In turn, the latter purchase attitudes are positively associated with individual behavioral intentions toward hotels that offer green food.
- University of Padua Italy
- University of Pavia Italy
- "UNIVERSITA DEGLI STUDI DI PADOVA Italy
- University of Verona Italy
- University of Verona Italy
consumer belief, consumer beliefs, 330, purchase attitude, TJ807-830, structural equation modelling, 650, TD194-195, Renewable energy sources, behavioral intentions, GE1-350, sustainable food; green food; sustainability in hotels; consumer beliefs; purchase attitudes; behavioral intentions; structural equation modelling, Environmental effects of industries and plants, sustainability in hotel, purchase attitudes, Environmental sciences, green food, sustainable food, behavioral intention, Behavioral intentions; Consumer beliefs; Green food; Purchase attitudes; Structural equation modelling; Sustainability in hotels; Sustainable food, sustainability in hotels
consumer belief, consumer beliefs, 330, purchase attitude, TJ807-830, structural equation modelling, 650, TD194-195, Renewable energy sources, behavioral intentions, GE1-350, sustainable food; green food; sustainability in hotels; consumer beliefs; purchase attitudes; behavioral intentions; structural equation modelling, Environmental effects of industries and plants, sustainability in hotel, purchase attitudes, Environmental sciences, green food, sustainable food, behavioral intention, Behavioral intentions; Consumer beliefs; Green food; Purchase attitudes; Structural equation modelling; Sustainability in hotels; Sustainable food, sustainability in hotels
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).15 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Top 10% influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Top 10%
