2024-06-212024-06-212020González Rodríguez, M.R., Díaz Fernández, M.d.C. y Font, X. (2020). Factors influencing willingness of customers of environmentally friendly hotels to pay a Price Premium. International journal of Contemporary Hospitality Management, 32 (1), 60-80. https://doi.org/10.1108/IJCHM-02-2019-0147.0959-6119 (impreso)1757-1049 (electrónico)https://hdl.handle.net/11441/160756Purpose– The purpose of this paper is to investigate the influence of customers’ environmental concerns, customers’ perceptions of a hotel’s environmental practices, and of the hotels’ environmentally friendly images, on customers’ willingness to pay a Price Premium to stay at environmentally friendly hotels. Design/methodology/approach- The theoretical framework comprises both Social Identity Theory and Value-Belief-Norm Theory. The data was collected from a survey conducted on 454 customers staying at eco-friendly hotels in Spain. The research model is tested by using a structural equation modelling approach. Findings- The findings illustrate that customers’ environmental concerns have a greater explanatory value on their willingness to pay a Price Premium than do their perceptions of the hotels’ environmental practices. Furthermore, these causal relationships are similar in magnitude when considering the mediating effects of the hotels’ environmentally eco-friendly image and the environmental practices. Practical Implications - The empirical findings provide managers with a better understanding of how customers’ environmental concerns and their own sense of identification with environmentally friendly hotels influence customers’ behavioural intentions towards willingness to pay a premium. Originality/Value- The paper contributes to the literature by highlighting those cognitive processes that influence the customers’ willingness to pay a Price Premium to stay at environmentally friendly hotels. Hence, the study provides valuable information to hotel managers.application/pdf21 p.engAtribución-NoComercial 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc/4.0/Social Identity TheoryValue-Belief-Norm TheoryWillingness to Pay a Price PremiumEnvironmental ConcernEnvironmental Practicesinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/openAccesshttps://doi.org/10.1108/IJCHM-02-2019-0147