Influence of Choice Architecture on the Preference for a Pro-Environmental Hotel

This research examines a contextual trigger, namely, choice architecture, which induces pro-environmental behavior among travelers. In particular, we test whether decision modes (choice vs. rejection) affect travelers’ preference for a sustainable hotel over a less sustainable one, and if yes, how moral hypocrisy mediates the link between decision modes and preference. Results of a series of five experimental studies show that choice decision mode has increased travelers’ preference for a pro-environmental hotel, which is mediated by different types of information processing (elaborate vs. deliberative processing), thereby refuting the potential alternative explanations (i.e., mood) of the findings. This article contributes to the literature by introducing a critical factor, namely, choice architecture, which significantly affects travelers’ preferences for pro-environmental hotels. The implications of the findings are discussed for both practitioners and researchers.