| dc.description.abstract | This study aims to broaden knowledge about the effects of green (environmentally responsible) advertising images on
consumer behavior in the context of the hotel industry. A 5 (ad type: non-green vs. green with text vs. green with
logos vs. green with visuals vs. green with the combination of all) × 2 (hotel segment: luxury vs. budget) betweensubjects
experimental design was developed. The purpose of this research, within the foundations of dual coding theory,
is to investigate the influence of different types of green (textual, visual, green certification logos, and combination of
all) versus non-green ads on advertising effectiveness operationalized as attitude toward the ad (AAd), attitude toward
the hotel (AHot), and purchase intention (PI) for budget and luxury hotel segments while controlling the effects of
environmental involvement. The results demonstrate that green text, green certification logo, green with visual cues, and
green combination ads were more effective than non-green ads in terms of AAd, attitude toward the brand, or PI. The
study also reveals that the effectiveness of green hotel ads will vary with the budget and luxury hotels as the results provide
encouraging results for luxury hotels to increase ad effectiveness via using green certification in their advertising strategy.
Overall, the findings provide implications for budget and luxury hotels in terms of designing green and sustainability
messages in their communication strategies. | vi |
