Jul 30th, 8:30 AM - 9:30 AM


Impacts of "Green Movement" Cues of a Lodging Website on Customers' Emotion and Behaviors


Denver, Colorado USA


Along with increased concerns about the green movement in society and academia, this study conceptually discovers how green movement cues influence customers’ emotions, cognition, brand attitudes, and further their behavior intentions by applying the well-developed advertising processing model in an online environment—the modified Affect Transfer Hypothesis (ATH) model. In addition, this study aims to investigate how two different green movement indicators (i.e., functional and emotional cues) might influence customers’ emotions as well as cognition towards website advertising, brand attitudes, and further their behavior intentions differently in the context of lodging websites. Implications for academia, industry, and public policy are provided at the end.