Work

The Effectiveness of Sustainability Badges in Hospitality: Examining Credibility and Its Impact on Booking Intentions

Year: 2025

Type: article

Abstract: ABSTRACT This study explores how the perceived credibility of sustainability badges defined by attractiveness, expertise, and trustworthiness influences consumer decision‐making in online hotel bookings. Drawing on Source Credibility Theory and the Stimulus–Organism–Response (S‐O‐R) framework, credibility is modeled as a second‐order construct that shapes psychological responses: green attitude, green image, and inspiration. These responses are then linked to booking intentions. A simulated booking experiment with 400 US travelers via Amazon Mechanical Turk tested the proposed relationships using structural equation modeling. Results reveal that badge credibility significantly enhances green image and inspiration, both of which strongly predict booking intentions. However, green attitude does not directly influence behavior, underscoring the attitude–behavior gap in sustainability research. The study contributes by conceptualizing multidimensional credibility in digital hospitality and extending the S‐O‐R framework to explain ecolabel effects. Practically, hotels should align credible third‐party certifications with sustainability messaging to foster trust and inspire bookings.

Source: International Journal of Tourism Research

DOI: 10.1002/jtr.70142

Authors: Usman Khan, Faizan Ali, Laiba Ali, M. Omar Parvez, Salman Alotaibi

Institutions: University of Central Florida, Ollscoil na Gaillimhe – University of Galway, King Fahd University of Petroleum and Minerals, Florida State University, King Saud University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,800

Funder: King Saud University