Impact of customer environmental attitude-behavior gap

This study investigates how the customer environmental attitude-behavior gap affects a hotel's total carbon emissions and profits. Results indicate that this gap does not affect the emissions and profits in the peak season but does so in the off-season. It leads to hotel underpricing, thus resulting in occupancy increase, but emission increase and profit decrease. The negative impacts intensify if more customers promising support for emission reduction have the attitude-behavior gap. However, if more customers holding negative environmental attitudes change attitudes but still have this gap, the impacts of the gap on the emissions and profits vary with market situations.