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Title
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Do personality and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium
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Author
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Abstract
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| This study investigates the effects of self-ecotourism personality differences on consumer perceptions of actual, ideal and social self-ecotourism congruity. Additionally, we study the effects of actual, ideal and social self-ecotourism congruity on the willingness to pay more for ecotourism. Finally, our study explores to what extent demographic variables moderate the effect of self-ecotourism personality differences on consumer perceptions of self-ecotourism congruity and of self-ecotourism congruity on the willingness to pay more for ecotourism. This moderated mediation model is tested in a sample of 1041 adult consumers from the Dutch-speaking part of Belgium (Flanders), and the data are analyzed with multi-group structural equation modelling. The results show that the more ecotourism is perceived to have a stronger responsible, emotional and, to a certain extent active, personality than a respondent’s personality, the more ecotourism is considered by that person as congruent with the actual, ideal and/or social self. In turn, actual, ideal and social self-ecotourism congruity increase the willingness to pay more for ecotourism. Demographic factors, particularly gender and level of income, significantly moderate this process. Contributions to self-congruity theory and the role of individual and brand personality are offered, as well as managerial implications for branding and promoting ecotourism. |
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Language
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English
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Source (journal)
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Journal of cleaner production / Masson. - Science citation index
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Publication
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Science citation index
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2020
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ISSN
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0959-6526
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DOI
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10.1016/J.JCLEPRO.2020.122866
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Volume/pages
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272
(2020)
, p. 1-11
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Article Reference
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122866
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ISI
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000570238100009
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Medium
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E-only publicatie
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Full text (Publisher's DOI)
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Full text (open access)
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Full text (publisher's version - intranet only)
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