Consumers’ pro-environmental behavior and the underlying motivations: A comparison between household and hotel settings

The present study made a comparison of pro-environmental behavior and the underlying motivations between household and hotel settings. Results of a survey research among 1185 participants showed a behavioral inconsistency between the two settings – participants reported a significantly higher level of pro-environmental behavior in a household setting. Furthermore, the study revealed that while normative motives are the dominant determinant of pro-environmental behavior in a household setting, hedonic motives are the strongest predictor of such behavior in a hotel setting. Theoretical and managerial implications of the inconsistencies in pro-environmental behavior and underlying motivations between the two settings are discussed.