Impact of environmentally sustainable innovation practices on consumer resistance: the moderating role of value co-creation in eco-hotel enterprises
Consumer Behavior in Tourism and Hospitality
ISSN: 2752-6666
Article publication date: 28 November 2023
Issue publication date: 15 February 2024
Abstract
Purpose
This study aims to investigate the impact of environmentally sustainable innovation practices on consumer resistance to innovation in eco-hotel enterprises and the moderating influence of value co-creation based on the service-dominant logic and innovation resistance theory.
Design/methodology/approach
Partial least squares structural equation modeling was used to test the study’s hypotheses on a sample of 382 eco-hotel enterprise consumers surveyed online.
Findings
Results reveal that adopting environmentally sustainable innovation practices and consumers’ participation in value co-creation can negatively influence consumer resistance to innovation. In addition, value co-creation partially moderates the influence of environmentally sustainable innovation practices on consumer resistance to innovation, implying that other variables can influence this relationship. Finally, the results showed that value co-creation is a multidimensional construct with dimensions of meaningfulness, collaboration, contribution, recognition and affective response.
Originality/value
This study contributes significantly to knowledge of value co-creation and innovation resistance in service ecosystems through the lens of sustainability. Incorporating value co-creation as a moderator demonstrates how to address sustainable activities to decrease consumers’ resistance to eco-hotel enterprises’ environmentally sustainable innovation practices. By empirically analyzing these relationships, this study makes various contributions and gives helpful decision-making insights.
Keywords
Acknowledgements
Funding Statement: This study received no funds.
Statements on conflict of interest: The authors declare no potential conflicts of interest.
Data accessibility: The data sets are available upon reasonable request from the corresponding author.
Citation
Esawe, A.T., Esawe, K.T. and Esawe, N.T. (2024), "Impact of environmentally sustainable innovation practices on consumer resistance: the moderating role of value co-creation in eco-hotel enterprises", Consumer Behavior in Tourism and Hospitality, Vol. 19 No. 1, pp. 55-69. https://doi.org/10.1108/CBTH-03-2023-0027
Publisher
:Emerald Publishing Limited
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