Green hotel selection: the effects of social learning and eco-labels

Purpose Sustainable consumption is a crucial route to sustainable tourism. Hence, the purpose of this study is to investigate the individual and combined effect of social learning and eco-labels on the green hotel selection. Design/methodology/approach This study used a between-subject online experimental method with 199 respondents, which is used only in around 15% of published tourism articles. Additionally, this method provided reliability and control features. Findings Social learning and eco-labels individually could not influence tourists to select green hotels. However, the interaction of positive performance social learning with eco-labels could potentially influence tourists' green hotel selection. Therefore, internalizing green hotel performance from trusted sources and external validation bring behavioral changes among tourists to select green hotels. This study offers a new social learning-based model for understanding sustainable consumption. Research limitations/implications This study can use various other types of social influences and can be expanded to other green settings. Practical implications This study provides policy and promotion formulation insights to hotel managers and sustainable tourism promoters to market green hotels. Originality/value Away from the traditional theory, this study bridges the gap between social learning of performance from relatable sources, assurance from governing entities and sustainable consumption. The interaction effect of social influence and eco-label on green hotel selection is a novel finding. Also, this study introduces various levels of social learning to the discussion of sustainable consumption.