Understanding guests’ evaluation of green hotels: The interplay between willingness to sacrifice for the environment and intent vs. quality-based market signals

Being green has become a focus in hospitality as evidenced by the rise of sustainable tourism in general and green hotels in particular. The current research examines the impact of willingness to sacrifice for the environment on green hotel evaluations and demonstrates that consumers high in willingness to sacrifice are more likely to embrace green hotels (Study 1). However, this effect is moderated by a green hotel’s positioning strategy (i.e., underdog versus top dog), which signals quality-based information (Study 2), and its green advertising appeals (i.e., competence versus warmth), which signal both quality-based and intent-based information (Study 3). Our research offers a theoretical framework for hotels to develop proper market signals to promote their green focus and it provides guidance for effective brand positioning and advertising strategies. •Understanding guests’ evaluation of green hotels.•An experimental study investigating market signaling and consumers’ willingness to sacrifice for the environment.•Moderating effects of green hotel positioning (underdog versus top dog) and green advertising appeal (competence versus warmth).•A theoretical framework to develop proper market signals (quality- versus intent-based).•A guidance to assist hotels to develop brand positioning and green advertising strategies.